Methodological problems of intercultural comparisons of retail environments

The internationalising activities of retailers have tended to precede the theoretical contributions of academics. This is particularly the case for the cultural context within which retail internationalisation takes place. Following an examination of the growth of international retailing activity, the article reviews generic difficulties in studying inter-cultural differences before considering the specific steps which retail practitioners have taken to understand the comparative characteristics of retail and consumer markets through the growth of geodemographic and lifestyle analysis. Finally, we relate one of the most significant integrative intercultural theoretical instruments to the case of retail internationalisation within Western Europe. We find that significant insights into retailer behaviour and strategy can be gained from an understanding of the culturally-specific characteristics of the activity. This revised version was published online in July 2006 with corrections to the Cover Date.