Global Markets, the Global Consumer and International Retailing

Abstract

This paper discusses the standardisation/differentiation debate within the context of the much neglected retail sector, and explores the contribution that such factors as consumer homogeneity and the creation of trading blocs make to this debate. These issues are reviewed within the framework of the required conditions for successful standardisation; that global market segments and global economies of scale exist, and that a distrubution infrastructure is available to realise these potential economies of scale world-wide. Retail companies can derive economies from sourcing, distribution and many aspects of marketing both within and across trading blocs, and should therefore begin to identify, in a more focussed manner, their new position within the international marketplace.