Abstract
Ten years ago, most retailers in Germany were sceptical about long-term, strategic planning in the retail industry. They were convinced that the success of a retailer depends on the ability to adjust quickly to changes in consumer behaviour, legal developments, technology and competition. Some retailers were afraid that strategic plans could lead to inflexibility. Recently, however, this attitude has changed, probably because of rising competition, an increase in the concentration process in retail trade and international retailer expansion (Mueller-Hagedorn, 1987).
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Groeppel, A. (2015). Competitive Retailing Strategies in Germany: an Empirical Study. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_140
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