商品詳細

Growth is widely known as the sine non qua for companies. It defines success, the attractiveness to investors and subsequently access to new funds. Over the past years, global expansion has been a central goal for large retailers and manufacturers looking for opportunities to grow. Expecting great economies of scale and scope, they simply transferred their successful business model abroad. However, as various examples show, even large multinationals frequently taste failure abroad as they cannot compete with indigenous incumbents dominating the target markets. Based on the latest research findings as well as numerous business cases from various regions, this book discusses the merits of expansion through a localized approach and seeks to establish localization as a modern growth strategy for large international enterprises as well as for small- and medium-sized retailers operating mostly within their home country. The implications highlighted in this book are tailored to assist all firms in retailing - whether retailer or manufacturer - in optimizing their growth strategy.