Abstract
As stated initially, retailing has been subjected to dramatic changes within the last 20 years. Besides the internationalization of retailers, which has been described as ever increasing (Waarts and van Everdingen 2006), the advent of online retailing is one of the most important changes in the evolution process of retailers in the last two decades. Moreover, the majority of studies in the sector of IB literature have been conducted in the context of manufacturing firms and cannot be transferred without reservation from the manufacturing to the retail sector (Elsner 2014).
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Schu, M. (2017). Overall Conclusions. In: Online Growth Options for Retailers. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18215-1_5
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DOI: https://doi.org/10.1007/978-3-658-18215-1_5
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