European Retailing’s Vanishing Borders

Since 1985, the process of European unification has accelerated. Physical, technical, and fiscal barriers that separate the 12 countries are being removed, creating the largest mass market in the world. However, the market is not a homogeneous one. Cultural differences still exist; language barriers remain. If there is a Euro-retailer it will be a Euro-retailer that communicates in many languages, anticipates the unique tastes of countless cultures, and maximizes the economies of scale in production to offer the most attractive and unique merchandise at competitive price points.Distribution logistics within each country are presented along with case studies of major retailers. Internationalization strategies and strategic alliances of retail companies are analyzed. The return of German retailers to the former GDR and distribution opportunities within Eastern Europe are highlighted. Extensive use of on-line financial reports produced by major security offices provide the most current information about this dynamic industry.

Summarizes the impact of vanishing borders on the retail industry in this region and predicts future trends for the 1990s and beyond.

Internationalization of Retailing--An OverviewEurope 1992: Economic and Political TrendsRetailing in Europe: Great Britain, Netherlands, and BelgiumRetailing in Germany and FranceRetailing in Europe: Spain, Italy, Greece, and PortugalRetailing in Eastern EuropeMotivations to InternationalizeStrategic Alliances in European RetailingPrognosis for the FutureAppendixCase Studies