The Effects of Retail Banner Standardization on the Performance of Global Retailers

Volume: 95, Issue: 3, Pages: 30 - 46
Published: Sep 1, 2019
Abstract
Global retailers often face an important decision about the extent to which they should standardize or adapt their retail banners, a choice that the authors refer to as retail banner standardization (RBS). Drawing on the international marketing and retailing literatures, this study investigates how RBS affects the performance of global retailers in a longitudinal sample of 69 global retailers from multiple countries and sectors, across ten...
Paper Details
Title
The Effects of Retail Banner Standardization on the Performance of Global Retailers
Published Date
Sep 1, 2019
Volume
95
Issue
3
Pages
30 - 46
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