Consumer receptiveness to international retail market entry
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 16 March 2010
Abstract
Purpose
The purpose of this paper is to provide a suggested framework for improving the understanding of consumer receptiveness to incoming international retailers. The consumer perception of country of origin against consumer receptiveness index (CRI) is proposed as a method to explore the receptiveness of consumers in the host market to incoming international retailers.
Design/methodology/approach
This paper reviews the international retailing literature, highlighting the need for specific knowledge regarding consumer receptiveness to incoming international retailers. A method is proposed to explore how consumers in the host market respond to incoming international retail firms.
Findings
The literature review indicates that the majority of the extant work investigates the process from the perspective of the internationalising retailer, while consumer receptiveness to the international retailer has not been fully considered.
Research limitations/implications
This paper does not present an empirical study. The consumer perception of country of origin against CRI is presented as a means to suggest and guide future research in the area.
Practical implications
The paper makes a practical contribution by suggesting a method to explore how consumers in the host country receive incoming international retailers.
Originality/value
This paper is unique because previous research has provided limited knowledge of consumer receptiveness to international retailers.
Keywords
Citation
Alexander, N., Doherty, A.M., Carpenter, J.M. and Moore, M. (2010), "Consumer receptiveness to international retail market entry", International Journal of Retail & Distribution Management, Vol. 38 No. 3, pp. 160-172. https://doi.org/10.1108/09590551011027104
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited