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Diversity in European Retailing

In: Diversity in European Marketing

Author

Listed:
  • Thomas Rudolph

    (Institute of Retail Management at the University of St.Gallen,)

  • Jan Niklas Meise

    (Institute of Retail Management at the University of St.Gallen,)

Abstract

The Romanian market entry marks yet another step in the internationalization of the German discount icon Aldi, who started venturing outside its home market in 1967 and to date generates almost half of its revenue abroad, with Europe accounting for the majority of this percentage (Planet Retail 2008). This is particularly remarkable as the European retail market and especially food retailing are very diverse and face retailers with countless challenges in their striving for European cross-border expansions (de Mooij and Hofstede 2002). Consumer preferences vary considerably across Europe and it is even hard for local stores to keep up with ever-changing and highly fragmented consumer tastes and needs.

Suggested Citation

  • Thomas Rudolph & Jan Niklas Meise, 2012. "Diversity in European Retailing," Springer Books, in: Thomas Rudolph & Bodo B. Schlegelmilch & András Bauer & Josep Franch & Jan Niklas Meise (ed.), Diversity in European Marketing, edition 127, chapter 6, pages 131-154, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6976-7_6
    DOI: 10.1007/978-3-8349-6976-7_6
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    Cited by:

    1. Chukwuka Ododo & Gary Mulholland & Jason Turner, 2015. "Can Discount Pricing Be A Comeptitive Brand Strategy? An Evaluation of Aldi," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 241-251, July.

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