Introduction
Internationalisation of distribution becomes an important matter in times like the present, characterised by a steep downfall of domestic consumption together with fierce competition. Never before was the sentence more true that says: «When sales are doing badly here, they do well somewhere else».
Some years ago, it was enough to have testimonial presence at half a dozen culturally similar countries in the vicinity to show that a retail concept could go international. Today, overdependence on the market of origin is considered a stigma that, combined with local adverse conditions such as a reduction in sales, puts credibility in jeopardy.
Article of José Luis Nueno
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