Abstract
Emerging markets are more than a lucrative business opportunity for retailers in developed markets today. Retailers today see emerging markets as an irresistible opportunity to go global. Opportunities and growth rate of emerging economies provide a perfect platform for modern and traditional retailers to grow and expand their business. These markets are viewed as a fuel which will drive a retailer’s growth. But historical data suggests that there are more failure stories known to us than success stories. In this chapter, we are going to understand and analyse what the successful retailers have done right and why is it that when retailers try to expand into emerging markets, fail.
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Notes
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Emerging Market Retailing in 2030: Future Scenarios and the $5.5 Trillion Swing. ATKearney.
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Growth, employment and inequality in Brazil, China, India and South Africa: An Overview. OECD Secretariat. Page 5. Source: OECD (2009a) and World Bank, WDI 2009 Database.
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Sales per square foot (SPF). It is net sales divided by the square feet of retail selling space. Margin per square foot (MPF). These terms generally denote the key measurement parameters that are used to compare the performance of retail stores.
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Bajpai, H., Adhikari, A. (2018). Retailing in Emerging Markets. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_6
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DOI: https://doi.org/10.1007/978-981-10-6505-7_6
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