Eren‐Erdogmus, Irem; Cobanoglu, Emine; Yalcın, Muge; … - In: International Marketing Review 27 (2010) 3, pp. 316-337
Purpose – The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if necessary in the established Western‐based theories. Design/methodology/approach – The paper follows an...