Abstract

http://ssrn.com/abstract=1674442
 


 



Internationalization in Grocery Retail: Much Ado About Not Very Much


Marcel Corstjens


INSEAD - Marketing

Rajiv Lal


Harvard Business School

September 9, 2010

INSEAD Working Paper No. 2010/67/MKT

Abstract:     
We find that internationalization in the grocery sector has steeply increased over the last 15 years, but is still surprisingly limited. Although internationalization has a number of undeniable advantages for grocery retailers, our statistical analysis shows that the degree of internationalization is not a significant driver of profits nor of growth for grocery retailers. This suggests that internationalization should be developed differently or that other, more profitable growth strategies exist for grocery retailers. We provide a typology of such strategies and identify ‘weightless brand ownership’ as a promising underexploited profitable growth opportunity for grocery retailers.

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Date posted: September 10, 2010  

Suggested Citation

Corstjens, Marcel and Lal, Rajiv, Internationalization in Grocery Retail: Much Ado About Not Very Much (September 9, 2010). INSEAD Working Paper No. 2010/67/MKT. Available at SSRN: http://ssrn.com/abstract=1674442

Contact Information

Marcel Corstjens (Contact Author)
INSEAD - Marketing ( email )
Boulevard de Constance
Fontainebleau, 77305
France
(33) (0)1 60 72 40 00 (Phone)
(33) (0)1 60 74 55 00/01 (Fax)
Rajiv Lal
Harvard Business School ( email )
Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
617-495-1257 (Phone)
617-496-5637 (Fax)
HOME PAGE: http://dor.hbs.edu/fi_redirect.jhtml?facInfo=bio&facEmId=rlal
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