Defensive Strategies of Local Companies Against Foreign Multinationals: Evidence from Chilean Retailers

ABSTRACT

Many retailers have been expanding into foreign markets, although not all such attempts at internationalization have been successful. This study examines the actions taken by Chilean retailers that negatively affected the operations of Home Depot, Carrefour and J.C. Penney in Chile. The results show that the strategies employed by local companies have consisted in: (1) becoming informed about the company's strengths and weaknesses, while imitating its best practices; (2) deepening their own market know-how and hiring high-level executives to lead defensive strategies; (3) opening stores in strategic places in order to win advantages concerning location; and (4) investing in technology and the training of employees. The overall effect on the market has been one of concentration and consolidation of the retail industry.

RESUMEN. Muchos retailers se están expandiendo a mercados extranjeros, sin embargo no todos los intentos de internacionalización son exitosos. Este estudio examina las acciones desarrolladas por retailers chilenos que afectaron negativamente la operación en Chile de Home Depot, Carrefour, y J.C. Penney. Los resultados de esta investigación muestran que las estratégicas empleadas por las empresas locales consistieron en (1) informarse en forma anticipada las fortalezas y debilidades de la empresa extranjera e imitando sus mejores prácticas, (2) fortaleciendo su conocimiento del mercado y contratando ejecutivos fuertes para liderar la estrategia defensiva, (3) apertura de locales en ubicaciones estratégicas para bloquear ventajas de localización, y (4) inversión en tecnología y capitación a los empleados. Los efectos sobre el mercado total fue de mayor concentración y consolidación de la industria.

RESUMO. Muitos varejistas têm expandido seus negócios para mercados estrangeiros, embora nem todas estas tentativas de internacionalização tenham sido bem sucedidas. Este estudo examina as aç[otilde]es implementadas por varejistas chilenos, as quais afetaram negativamente as operaç[otilde]es da Home Depot, Carrefour e J.C. Penney no Chile. Os resultados mostram que as estratégias empregadas pelas companhias locais consistiram em: (1) informar-se sobre os pontos fortes e fracos da companhia, ao mesmo tempo em que replicavam suas melhores práticas; (2) aprofundar o conhecimento a respeito de seu próprio mercado e contratar executivos de alto nível para liderar estratégias defensivas; (3) promover a abertura de lojas em locais estratégicos com o objetivo de conquistar vantagens relativas à localização; e (4) investir em tecnologia e no treinamento de funcionários. O efeito global desses movimentos no mercado tem sido o de promover a concentração e a consolidação da indústria varejista.     

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