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Geographical expansion and innovation patterns related to the performance of FMCG retailers
PUBLISHED March 14, 2023 (DOI: https://doi.org/10.54985/peeref.2303p6637838)
NOT PEER REVIEWED
Zombor Berezvai1 , Irma Agárdi1 , Mónika Anetta Alt2
- Corvinus University of Budapest
- Babeş-Bolyai University
Conference / event
- 46th Annual Conference of the European Marketing Academy, May 2017 (Groningen, Netherlands)
- In the last decade, the retail sector was shaped by internationalization, technology development, and economic downturn forcing companies to response to market challenges. Our research focuses on the interaction of two strategic responses: geographical expansion and innovation related to the change in financial performance of large FMCG retailers. Using a multi-source database, we analyzed profitability, geographical expansion, and innovation patterns of 37 large European and U.S. retail companies between 2008-2015. Findings indicate that market performance is closely related to domestic expansion and international diversification of the retailers. While domestic expansion proved to be successful without high innovation activity, international expansion requires more intensive innovation activity due to the necessary adaptation to local markets. Therefore, European retailers with higher international diversification are forced to roll out more innovation compared to U.S. retailers.
- FMCG retailers, Innovation, Geographical diversification, Profitability
- Business, Economics and Finance
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- No data provided
- No data provided
- Competing interests
- No competing interests were disclosed.
- Data availability statement
- The datasets generated during and / or analyzed during the current study are available from the corresponding author on reasonable request.
- Creative Commons license
- Copyright © 2023 Berezvai et al. This is an open access work distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Berezvai, Z., Agárdi, I., Alt, M. Geographical expansion and innovation patterns related to the performance of FMCG retailers [not peer reviewed]. Peeref 2023 (poster).Copy citation