engleski

INTERNATIONALIZATION, CONCENTRATION AND BUSINESS SUCCESS OF RETAILERS: THE CASE OF CROATIA

The aim of this paper is to investigate the effects of concentration of the Croatian retail market on individual market players. The author's focus is to determine the extent to which differences in the concentration of the retail market in the Republic of Croatia are related to differences in productivity and business results of Croatian retail companies. The paper starts from the basic assumption that differences in market share have a statistically significant influence on differences related to the business result of retailers in the Republic of Croatia. The results of the research confirm a significant correlation between the size of the market share of retailers and their business performance. Namely, the results of the research show that there is a statistically significant difference between the five groups of retailers, grouped by different market shares, when it comes to gross profit per employee. The paper also presents the basic limitations of the research as well as recommendations for future research.

retail, market concentration, internationalization, Croatian retail market

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