Strategies of Internationalization

This book provides an understanding of international retailers¿ success and failures when expanding on the Polish Market. Literature review has shown two main gaps: many different theoretical approaches exist yet no conclusive framework has emerged; most concepts were developed and tested on western European countries and nothing proved adequacy to the specific retail landscape of eastern Europeans countries such as Poland. Accordingly, the objectives of this work were to identify what are the critical factors of success and failures of international retailers strategies while expanding on the Polish market according to retailers themselves; then elaborate a new typology of retailers using metaphors, and compare whether this new typology better explains why some companies succeeded when other failed than traditional typologies found in the literature.