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Multinationals in Central and Eastern Europe: A Case Study of International Expansion by a Slovenian Retailer

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European Retail Research

Part of the book series: European Retail Research ((ERR))

Abstract

Given the dearth of empirical evidence on Central and Eastern European (CEE) multinationals, this study examines the internationalization process of a large Slovenian chain retailer expanding into its neighbouring markets of South East Europe. This research is based on existing theoretical conceptualizations of international retail involvement and uses a case study methodology. Internal motivations and external facilitators of the retailer’s international expansion are analyzed, and its international entry and market development strategies in three South East European markets are examined.

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Authors and Affiliations

  1. Faculty of Economics, Department of Marketing, University of Ljubljana, Ljubljana, Slovenia

    Mateja Vodlan & Irena Vida

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  1. Mateja Vodlan
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  2. Irena Vida
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Bernhard Swoboda Dirk Morschett Thomas Rudolph Peter Schnedlitz Hanna Schramm-Klein

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© 2008 Gabler | GWV Fachverlage GmbH, Wiesbaden

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Vodlan, M., Vida, I. (2008). Multinationals in Central and Eastern Europe: A Case Study of International Expansion by a Slovenian Retailer. In: Swoboda, B., Morschett, D., Rudolph, T., Schnedlitz, P., Schramm-Klein, H. (eds) European Retail Research. European Retail Research. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-8099-1_7

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  • DOI: https://doi.org/10.1007/978-3-8349-8099-1_7

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  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-8349-1084-4

  • Online ISBN: 978-3-8349-8099-1

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