The Impact of Market Orientation on the Internationalization of Retailing Firms: Tesco in Eastern Europe |
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Authors: | Helen Rogers Pervez N. Ghauri Katharine L. George |
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Affiliation: | Manchester Business School , The University of Manchester , UK |
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Abstract: | This paper investigates a Western retailer's market orientation levels in two emerging markets. We examine whether the market orientation-company performance link holds true for retailers in emerging economies, despite environmental differences. By using concepts from key studies we have assimilated a fully representative model - applied through interviews with top management from Tesco and its subsidiaries and affiliates in Hungary and Slovenia. Using this example, we find that the market orientation-business performance link is valid for Western retailers in emerging economies. Here, the retailer applied market orientation predominately through; the use of matching with suppliers of own brand goods; top management emphasis on market orientation and risk taking. Intelligence generation and dissemination was exercised via global processes such as brand review. |
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Keywords: | Market orientation emerging markets international retailing matching Tesco |
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