Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Sternquist, B. 2010. International Retailing. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
Retailer's internationalization is unique because their movement into another country requires that they establish a physical presence. Most research in international retailing has lumped all retailers together. In this article four types of retailers are discussed along with different expectations about when, where, and how they will internationalize.
- eclectic theory;
- institutional theory