Identifying the characteristics of small specialist international retailers
Abstract
Purpose
The purpose of this paper is to examine the internationalisation process of small, specialist retailers with the aim of identifying the key characteristics that define this specific category of international retailer.
Design/methodology/approach
Qualitative case studies of nine UK‐based small international retailers, coupled with interviews with government and consultancy organisations, form the empirical basis of the work.
Findings
Findings highlight five characteristics of small specialist international retailers: possession of a strong company brand image/identity with luxury/middle market appeal; niche strategy; dual strategy of expansion; ownership characteristics defined either by the founder or parent company; and vertical integration from manufacturing to retailing.
Practical implications
With the increasing internationalisation of retail operations, the specialist sector comprises a significant number of retailers operating in international markets or contemplating the move into the international marketplace. The findings of the current work highlight the key factors that characterise those small specialist firms that operate outside their domestic market.
Originality/value
The paper identifies the key characteristics that define a significant category of international retailer, hitherto unexplored in the literature.
Keywords
Citation
Hutchinson, K. and Quinn, B. (2012), "Identifying the characteristics of small specialist international retailers", European Business Review, Vol. 24 No. 2, pp. 106-119. https://doi.org/10.1108/09555341211203982
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited