Original paper
The Effects of Retail Banner Standardization on the Performance of Global Retailers
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
Journal
Volume
95
Issue
3
Pages
30 - 46
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Notes
History