Anali Ekonomskog fakulteta u Subotici (Jan 2015)
The multichannel strategies in terms of internationalization of retailers
Abstract
The intensive processes of globalization of markets lead to the expansion of global retailers that build their new competitive advantage on the market. On changes in competition, in terms of market globalization, affects internationalization of retailers. The internationalization is becoming an innovative strategy of development of modern retail in new markets. The globalization of markets creates networked and long-term relationships between large numbers of participants in integrated supply chains. Vertical and horizontal integrated supply chains create increasingly intense competition between members of the marketing channels. This creates new competitors with completely new strategies of market positioning and differentiation compared to the competition. The internationalization of retailing is becoming an innovative strategy through the opening of large retail companies outside the domestic market, as well as the integration through joint ventures with retailers in the global market. The strategy of international presence of retailers in new global markets include the application of modern multichannel strategy of segmentation, differentiation and positioning in the process of further growth and development of markets and trade. The internationalization of retailing is changing the structure of markets and trade completely, and is becoming a leading participant in the marketing channels, as a result of the globalization of the world economy. The effects of retailers' internationalization are multiple, with particular importance in the growth of competition and the creation of new positions in the global market. It is in the process building of an integrated and global trade, which is diversified and becoming a leader in the development of modern management.
