engleski

Retail Internationalization and Challenges - a Case of Croatia, Lithuania and Poland

An increasing number of retail companies are experiencing accelerated internationalization. Many global retailers are seeking to enter and explore new foreign markets. New market contitions after transformation from the centrally planned to market economy in the countries of Eastern and Central Europe led large retailers from the developed economies to reconsider their international strategies and to include those countries as potential markets into their business strategy. The post-communist economies are of interest for global retailers, despite challenges they may face on this attractive markets. This paper aims at exploring current level of retail internationalization and main challenges for business internationalization in the area of retail in Croatia, Lithuania and Poland.

internationalization, retail, strategy

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