engleski

How the Process of Internationalization enhances the Sustainability of the Croatian Retailing

There is a constant interaction between changes in retailing and the internationalization in retailing. Thanks to their large-scale volume and market-power, international retail chains have a significant potential to affect changes on the market. On the one hand, they are in direct contact with customers and have a significant influence on what products and services they want to buy. On the other hand, they can influence suppliers on what products to produce. In such a way, this position creates a responsibility for international retail chains regarding the country of entrance. This paper, using the results of a study conducted on a group of international retailers operating on the Croatian market, examines their impact on the society. The results reveal that international retailers recognize the impact their business has on the Croatian market and believe that by implementing sustainability into their business operations, they will be better positioned to provide long term growth and to enhance their market position.

Retailing; sustainable development; Croatia

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