engleski

Analysis of Entrepreneurial Strategies when Entering the Global Retail

In the past decades entrepreneurship has got completely new dimension that requires the revision of entrepreneurial strategies. Modern entrepreneurship abandons exploitation of economy of scale and the focus is placed on new technologies, innovations and internationalization. Besides the concentration and consolidation, internationalization is one of the main characteristics and trends in retailing in Europe and Croatia. International expansion is one form of a market expansion strategy. Retailers using internationalization as their growth strategy have to cope with different legal regulations, cultural and consumer behavior, carrying out business operations etc. Four main characteristics are established for retailers who have successfully exploited internationalization: globally sustainable competitive advantage, adaptability, global culture and deep pockets. Internationalization of retailers has two main directions: internationalization of supply and internationalization of sale. The new entrepreneurship is not only seen as a tool for its own benefit, but it is a shape and activating factor of social progress. Successful modern enterprise indicates the need for achievement and success, creativity and initiative, risk-taking, trust in people and boldness, the need for independence and autonomy and motivation, energy and ability to change. Entering the international market is a challenge for every company. This paper deals with the positioning of superior and original products, research and feasibility for entering the international market. This paper will focus on theoretical aspects of the most favorable strategy that entrepreneurship retailing can choose when internationalizing their business. The aim of the paper is to recognize the key success factors and (un)wanted effects when entrepreneurs in retailing are internationalizing.

Entrepreneurship, Internationalization, Retailing, Strategy

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