Kształtowanie portfela marek detalisty i asortymentu sieci detalicznej na rynku międzynarodowym: standaryzacja czy adaptacja

• Autorzy: Witek-Hajduk M. K. , Radke-Kozłowska H.

Warianty tytułu

EN

Shaping the portfolio of private brands and products of retail chains in the international market: standardization vs. adaptation

• Języki publikacji: PL

Abstrakty

PL

Celem artykułu jest odpowiedź na następujące pytanie badawcze: czy sieci detaliczne działające na rynku międzynarodowym standaryzują, czy też adaptują w skali międzynarodowej asortyment produktów oraz portfel marek własnych detalisty? W celu odpowiedzi na to pytanie badawcze, wykorzystano wyniki badań ankietowych zrealizowanych z zastosowaniem techniki CATI, w ramach których zidentyfikowano grupę 23 działających w Polsce sieci detalicznych o zasięgu międzynarodowym. Po analizie wyników stwierdzono, że większość badanych sieci detalicznych o zasięgu międzynarodowym standaryzuje portfel marek detalisty oraz asortyment produktów oferowanych przez w sieci w skali międzynarodowej.

EN

The aim of this paper is to answer the following research question: whether retail chains operating in the international market standardize or adapt the range of products and portfolio of private brands? CATI technology methods were employed to collect data and 23 telephone interviews with respondents from international retail chains operating in Poland were completed. As a result of empirical research, it has been confirmed that the majority of the surveyed international retailers standardize portfolio of private brands and a range of products offered internationally.

Słowa kluczowe

PL

sieć detaliczna; portfel marek detalisty; portfel produktów detalisty; strategia rozwoju; rynek międzynarodowy

EN

retail chains; retail brands portfolio; retail products portfolio; development strategies; international market

• Wydawca: Polskie Wydawnictwo Ekonomiczne SA
• Czasopismo: Gospodarka Materiałowa i Logistyka
• Rocznik: 2016
• Tom: nr 2
• Strony: 10--19
• Opis fizyczny: Bibliogr. 45 poz., tab.

Twórcy

autor

Witek-Hajduk M. K.

• Szkoła Główna Handlowa w Warszawie, Instytut Międzynarodowego Zarządzania i Marketingu

autor

Radke-Kozłowska H.

• Szkoła Główna Handlowa w Warszawie, Instytut Międzynarodowego Zarządzania i Marketingu

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.