Strategic Considerations in European Retailing

Abstract

The Single Market Initiative (SMI) has resulted in many changes in European retailing. This study explores the influences of the SMI on the European retail sector and discusses the strategic trends emerging from recent changes. The study is based on secondary sources of data as well as on personal interviews throughout Europe. The results indicate that although retailing in Europe remains fragmented, very competitive, and dominated by small and medium-sized firms, large, world-class retailers are emerging/entering the European retailing scene and intensifying competition.

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