Multinationals in central and eastern Europe: A case study of international expansion by a Slovenian retailer

Abstract

Given the dearth of empirical evidence on Central and Eastern European (CEE) multinationals, this study examines the internationalization process of a large Slovenian chain retailer expanding into its neighbouring markets of South East Europe. This research is based on existing theoretical conceptualizations of international retail involvement and uses a case study methodology. Internal motivations and external facilitators of the retailer's international expansion are analyzed, and its international entry and market development strategies in three South East European markets are examined. © 2009 Gabler Verlag | GWV Fachverlage GmbH, Wiesbaden.