The Internationalisation of Retailing

What do your customers want and how do you deliver it? Understanding the answers to those questions could make or break a retailer’s success when entering a foreign market. Consumers around the world are radically different, so it is illogical to assume they want to purchase exactly the same thing in exactly the same way. A lack of local knowledge could cause retailers to underperform, and in many cases, exit the market.

Using case studies to highlight the strategies that work and those that don’t, this white paper provides a real-life understanding of the internationalisation process and how retailers can succeed abroad.

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