Retail multinationals and globalization: the evidence is regionalRugman, A. and Girod, S. (2003) Retail multinationals and globalization: the evidence is regional. European Management Journal, 21 (1). pp. 24-37. ISSN 0263-2373 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1016/S0263-2373(02)00150-0 Abstract/SummaryThis paper reports an empirical study of the world’s 49 largest retail multinational enterprises (MNEs). Of these only one MNE is found to be a ‘global’ MNE, while five are ‘bi-regional’, i.e. with at least 20 per cent of sales in two parts of the ‘triad’ of the European Union, North America (NAFTA) and Asia. The remaining MNEs are either purely domestic or have sales in only their home-triad market. Thus, we conclude that the retail MNEs neither operate globally nor do they need global strategies. Instead, they are mainly regional MNEs and their focus is local, home-triad market-oriented.
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