Strategie rozwoju zagranicznych sieci handlowych w Polsce. Nowe wyzwania marketingowe
Development Strategies Pursued by Foreign Retail Chains in Poland. New Marketing Challenges

Author(s): Tomasz Domański
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: strategies of foreign retailers; strategies of hypermarkets chains; strategies of discount chains; retail trade in Poland; Polish consumer behavior of retail chains
Summary/Abstract: This monograph aims at outlining business development strategy of foreign large format retail in Poland after 1990. The Polish model of economic transformation stimulated retail internationalization at a scale unseen in other countries of the region. At the same time, foreign retail chains played a major role in modernization of Polish retail by encouraging a series of innovation processes. The work discusses the strategies and positioning policies adopted by selected retail chains vis-a-vis competitive formats such as hypermarkets and discount stores. Case study methodology has been used widely to present the strategies followed by selected foreign retail chains in Poland and globally. The publication also examines results of original empirical studies conducted in 2021 on a group of Polish households and devoted to shopping habits exhibited in preferred foreign retail chains. This monograph bridges the research gap in analyses of business development strategies of foreign retail chains in Poland in a broader context of retail internationalization. Both in Poland, as well as abroad in-depth strategic case studies for this group of enterprises are still missing. At the same time, the monograph reveals strategic challenges faced today by brick-and-mortar retail chains. Today, the previously applied strategies of traditional large format retail need to be redefined. Modern large format chains must be able to increasingly better deploy online channels and put in place innovation designed to improve their store formats. The absent of necessary innovations or their delayed implementation may jeopardise their future market operations. This monograph complements the author’s earlier works on marketing strategies of large format retail chains and retail development strategies.

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