engleski

Internationalisation of retail trade in the republic of Croatia

In this paper, the authors set out from the terms of internationalization and globalization of the retail trade as the strategy of internationally active retail trade enterprises. In this respect the levels of internationalization and different strategic options are very important. The international standardization for the formation of the retail trade unit is essential in interntionalization strategy of a retail trade enterprise. Internationalization of the retail trade is a significant factor influencing the changes in the retail trade structures of particular countries. In the internationalization strategy it is necessary to consider specific characteristics of individual countries in the possible choice of marketing variables of market appearance, i.e., choice of the shop design. Because of the positive influences of internationalization on the economy of the country that international retail traders are penetrating into, there is also the need for Croatian retail trade to internationalize (both through foreign retail trade companies entering the Croatian market and through the expansion of Croatian retail trade into other countries). Such tendencies could have many positive effects, e.g. development of consumption, reduction of the outflow of purchasing power into other countries, better satisfying of tourist needs, development of domestic production, etc.

retail trade; internationalization; shop design; the Republic of Croatia

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