INTERNATIONALIZATION OF RETAILING

Abstract

Integration and globalization of world market have resulted in retail trade internationalization. In manydeveloped countries, the retail trade is faced with the problem of limited sales growth for the sake of saturationon the domestic market, and the enter on overseas markets is seen as a sustainable growth strategy. Therefore,this study was initiated by the basic research problem: increasing growth through internationalization ofbusiness.This paper aims to investigate and present the international activities of the European and global retailersand thus to show that the internationalization of retailing enables higher growth. During studies there are useddifferent scientific methods: normative methods, data collection methods, content analysis, comparative,statistical, generic and other methods. Methods of data collection focused on the use of secondary data frombooks, magazines and websites.The research results show that the trend of internationalization of retailing is significantly present inEuropean retailers and sales abroad represents a significant proportion of total sales and growth. However, topretailers the majority of their sales perform on the european market. The internationalization of retailing in theUS is significant, but not as intense in developed EU countries. The internationalization of retailing in Japan isevident, but less than in Europe and the United States.Although, there is no doubt that the retail internationalization rhytm is speeded up, the majority of retailersrealizes the maximum percentage of its turnover on the home market.

Key words: internationalization, trade, retail, globalization, market