The Effects of Retail Banner Standardization on the Performance of Global Retailers |
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| Institution: | 1. Division of Marketing and Supply Chain Management Department, Price College of Business, The University of Oklahoma, 307 W Brooks St., Norman, OK 73019, United States;2. Department of Marketing, Eli Broad College of Business, Michigan State University, 632 Bogue St., East Lansing, MI 48825, United States;3. California State University, Stanislaus, One University Circle, Turlock, CA 95382, United States;4. Department of Marketing, LeBow College of Business, Drexel University, 3220 Market St., Philadelphia 19104, United States;1. Department of Marketing and Management, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Rd, North Dartmouth, MA 02747, USA;2. Department of Marketing and Entrepreneurship, C. T. Bauer College of Business, University of Houston, 334 Melcher Hall, Houston, TX 77204-6021, USA;1. Associate Professor of Marketing at the College of Administrative Sciences and Economics, Koç University, Rumelifeneri Yolu, Sar?yer, ?stanbul, 34450, Turkey;2. Dwight F. Benton Professor of Marketing at the Stephen M. Ross School of Business, University of Michigan, 701 Tappan St., Ann Arbor, MI 48109-1234, USA;1. Department of Marketing, Spears School of Business, Oklahoma State University, Stillwater, OK, United States;2. Babson College, Marketing Division, 231 Forest Street, Babson Park, MA 02457-0310, United States;3. Keck Graduate Institute, Claremont Colleges, 535 Watson Drive, Claremont, CA 91711, United States;4. University of Technology Sydney, Department of Marketing, UTS Business School, PO Box 123 Broadway, NSW 2007 Australia;5. University of Miami, School of Business Administration, Marketing Department, 512 Kosar Epstein, Coral Gables, FL 33124, United States;6. Marketing Strategy and Innovation, Indian School of Business, Hyderabad, India;1. Management School, Huazhong University of Science and Technology, Wuhan, China;2. Robert J. Trulaske, Sr. College of Business, University of Missouri, Columbia, MO, United States;3. SHU-UTS SILC Business School, Shanghai University, Shanghai, China;1. Hainan University, China;2. Tsinghua University, China;3. Menlo College, United States |
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| Abstract: | Global retailers often face an important decision about the extent to which they should standardize or adapt their retail banners, a choice that the authors refer to as retail banner standardization (RBS). Drawing on the international marketing and retailing literatures, this study investigates how RBS affects the performance of global retailers in a longitudinal sample of 69 global retailers from multiple countries and sectors, across ten years. Findings indicate that the role of banner standardization in the successful performance of global retailers depends on retailer and market-level characteristics. Specifically, the results demonstrate that RBS improves retailer profitability as retailers increase their global penetration and emphasize status-based differentiation. Findings also suggest that banner standardization has stronger effects on profitability as retailers increase their focus on emerging markets and e-commerce. However, the authors also find that while RBS increases profits at low levels of global diversity, this effect becomes non-significant as retailers expand to highly diverse foreign markets. As such, the study provides important implications for global retailers while also filling the gap in banner/brand standardization/adaptation research that lies at the intersection of retailing and international marketing. |
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| Keywords: | Global branding Standardization/adaptation Retail internationalization Profitability Emerging markets E-commerce |
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