RETAILING IN EAST GERMANY

Abstract

Describes the basic conditions created by monetary union of the two German states in mid‐1990 for Western retail companies to establish businesses in former East Germany. Major obstacles include uncertainty about the ownership of property, the poor market economy knowledge of the locally employed staff and the low density of the telecommunications network. The lack of large surface stores led to the construction of superstore tents. Non‐German retail companies are not yet big players in East Germany. At first local brands were abandoned by consumers in the East but are now being relaunched.

Citation

Woldt, F. (1992), "RETAILING IN EAST GERMANY", International Journal of Retail & Distribution Management, Vol. 20 No. 6. https://doi.org/10.1108/09590559210019717