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.

BRENDA STERNQUIST teaches in the Merchandising Management program at Michigan State University. Dr Sternquist teaches courses at both the undergraduate and graduate levels in international retailing. Her research has been published in journals such as European Journal of Marketing, International Review of Retail Distribution and Consumer Research, Advances in International Marketing, International Journal of Consumer and Retail Distribution, Journal of Travel Research, and Journal of International Consumer Marketing.

MADHAV KACKER, currently a member of the Marketing faculty at Hagan School of Business, Iona College, New Rochelle, New York, has taught at Michigan Technological University, Hofstra University, Long Island, N.Y. and Suffolk University, Boston. He was a senior Fulbright Fellow at Baruch College, City University of New York in 1979, and was recently a Deloitte Ross Tohmatsu Visiting Fellow at Australian Centre for Retail Studies, Monash University, Melbourne. His research papers have been published in papers such as Journal of Retailing, International Trends in Retailing, Journal of Euromarketing, European Journal of Marketing, International Marketing Review, Management International Review, International Journal of Physical Distribution, Mergers & Acquistitions, and Marketing News.