DEVELOPMENT OF RETAIL INTERNATIONALIZATION IN MULTICHANNEL ENVIRONMENT

Abstract

Global expansion requires studious approach to marketing channels whichrepresent one of the areas where they build competitive advantage in the market.Internationalization of business in the retail causes changes in the competitivestructure under the increasing influence of globalization and internationalization ofmarkets. The growth of electronic marketing channels, together with conventionalchannels, is faced with growing challenges of the new multichannel environment. Theproblem of this paper is how the globalization affects on the internationalization ofretailers in multichannel environment. Multichannel approach has the best possibilityof meeting the needs and demands of customers worldwide. Strategies includemultichannel retailing channel selection, which is based on its ability to increase salesand profits thanks to multichannel consumers. In the context of the multichannelstrategy, synergies lead to use one channel in order to improve the efficiency andeffectiveness of other channels in the mix. The purpose of the paper is to providerecommendation for creating a sustainable competitive advantage in the globalmultichannel environment. The most significant effects are reflected in theinternalization process of modernized markets and retailers. The development ofinternational retailers in multichannel environment leads to increased competition andaffect changes in the relations in the existing marketing channels. In the paper we usedinduction and analysis method for making conclusions. The further research shouldcontain detail analysis about the effects of multichannel approach in the globalretailing.

Keywords: globalization, electronic marketing channels, internationalizationstrategy, multichannel retailer, Internet