Retailing

INTERNATIONAL EXPANSION AND BUYER-DRIVEN COMMODITY CHAIN: THE CASE OF TESCO* Deniz Eylem Yoruk and Slavo Radosevic University College capital of the United Kingdom School of Slavonic and East atomic number 63an Studies d.yoruk@ssees.ac.uk s.radosevic@ssees.ac.uk November 20, 2000 This paper is ready within the project The Emerging Industrial Architecture of the Wider atomic number 63; the Coevolution of Industrial and Political Structures funded by the ESRC programme One Europe or Several? * Authors would like to thank Nick von Tunzelmann for his rich comments in earlier draft versions. 1 1. Introduction Following the collapse of Communism, primeval European countries have experienced an invasion of foreign enthronement in many sectors. The sectors that target consumers directly have make an opportunity to gain grocery share with considerable long profit potential. Thus, investments by western sellers are quite larger-than-life when compared to other industries 1 . These multinationals have changed traditional shopping customs by introducing a western shopping culture by dint of product variety and modern store formats. Of these, Tesco is the UK retailer with firm-specific advantages that it carries from the UK retail grocery store to the central European markets.

The saturation of the UK retail market led Britains largest retailer in terms of market share and the worlds biggest e-grocer to venture into foreign markets. It began with hitless trials in Ireland (in the 1970s) and France, with rout these experiences led Tesco to look to the emerging markets for unless growth while aiming to retain and consolidate its leading positioning in the UK. Particularly in Central Europe, the slow show up of privatisation has placed restrictions on the choice of location, since the city centres, potentially the just about attractive places, are still owned by local governments who prefer to subsidise single-product stores through low rents (McKinsey Co. 2000). Tesco, therefore, took the approach of taking... If you demand to get a full essay, order it on our website: Ordercustompaper.com

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