The internationalisation of European retailers in America: the US experience

It is true that the process of what has been termed the “globalisation” of the world economy is less noticeable in retail distribution than in other sectors more involved in industrial activities. Nonetheless, a slow but steady trend towards establishing a presence in other countries can be detected. In this paper an empirical analysis will be undertaken of the moves to internationalise into America (particularly the USA) by the leading 200 retail distributors in Europe. The most appropriate strategies for different formats of company will be studied. In the context of internationalisation as an alternative corporate strategy, an analysis will be carried out of the reasons leading businesses to establish themselves in countries which in principle must be more unfamiliar to them than other European states. The countries of origin and of destination of internationalisation, the trading format adopted by each enterprise and the kind of operation emerging will be identified, and, where relevant, the collaboration with local firms in these countries sought or legally required. Internationalisation will be compared with other growth options that might be available to the businesses.