advanced a model in which successful retailer
internationalization is thought to depend on possession of a unique mix of
merchandise, a match between that merchandise and the lifestyle behaviors
of targeted consumers, a distinctive image and the establishment of a
defendable niche within the field of competing firms. Similarly, Alexander
and Lockwood (1996) point to development of brand recognition, emphasis
on the strategic development process and the development of an international
ethos within the firm as important considerations for retailing international within the firm as important considerations for retailing international
success.