engleski

Internationalization of Retail Trade and Formation of Stores in the Republic of Croatia

The paper discusses the internationlization of retail trade as a business strategy of a retail trade company. The internationalization of retail trade transfers the technical- technological achievements from one country to the other, creating an additional competition as well. Moreover, other positive impacts on development of domestic production, consumption, tourism, etc. are also achieved. In the internationalization strategy important is the foreign expansion with the same products offered in the country of origin, or it implies the choice of marketing instruments for the sake of an overall presentation on the market, i.e., the choice of the store type. From the data on an insufficient development of retail-trade capacities and unfavorable distribution structure in the Republic of Croatia (4,67 retail-trade companies per 1,000 inhabitants, with the average retail-trade firm having 3,37 employees) one may conclude that a quicker development of retail trade in the Republic of Croatia is needed, among other things also on the basis of its internationalization. Hereto contribute also other data on concentration in the Croatian retail trade, its market potential, and purchasing power drain to other countries. Howewer, for the time being nonexistent are all the preconditions, i.e., possibilities, for internationalization of retail trade in the Republic of Croatia.

retail trade; internationalization of retail trade; store type; Republic of Croatia

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