UDC 339.16
DOI: 10.36871/ek.up.p.r.2023.03.02.002
Authors
Daria K. Popenkova,
Plekhanov Russian University of Economics
Abstract
in the modern world, retailers face the need to adjust their strategies to the pressure of the external environment, consumer preferences and legislative restrictions. Such a need has arisen throughout the whole history of their development, and those retailers who managed to respond to the challenges of the time in a timely manner and change their development strategies continued to expand and develop. This article is devoted to strategies for the development of retail chains through the study of their activities at different time intervals from the opening of the first stores to the transformation into multinational companies. Five stages of retailers’ development are considered and strategies for each of them are outlined: resource-based development, internationalization (development in international markets), adaptation, consolidation, multichannel. The article examines the cases of the world’s largest retailers – Auchan, Leroy Merlin, Ikea, etc. in order to identify and substantiate the patterns of development in each allocated period of time.
Keywords
retailers, retailer strategies, stages of retailers’ development, adaptation, consolidation, multichannel.
