Lukas Morbe sheds light on important antecedents of international retailers' local performance
including international strategies and their local implementation local consumers' perceptions
as well as the wider country- and format-specific environment. This topic is of exceptional
relevance due to the specific challenges that retail companies face with their increasing
internationalization. Retailers transfer their formats across the globe while their business is
local in nature and requires attention to the performance in each individual host country. The
results of the presented analyses aim to inform retail managers' decisions in international
expansion and operation but also allow for theoretical implications for future research in the
fields of retail management and international business. About the Author Dr. Lukas Morbe worked
as research assistant at the Chair for Marketing and Retailing at Trier University where he
received his doctoral degree.
