The relationship between national cultural dimensions and retail format strategies

This study examines links between the national cultural values that characterize retailers' countries of origin and the adoption of a generalist versus specialist format strategy by the world's largest retailers. The findings indicate that the probability of being a generalist retailer is higher for retailers originating from countries characterized by collectivism, a present orientation, high uncertainty avoidance, and a low power distance. By contrast, the probability of being a specialist retailer is higher for retailers originating from countries characterized by individualism, a future orientation, low uncertainty avoidance, and a greater power distance.

► Uncertainty avoidance encourages generalist rather than specialist retailing.
► Collectiveness encourages generalist rather than specialist retailing.
► Future orientation encourages specialist rather than generalist retailing.
► Power distance encourages specialist rather than generalist retailing.