Retail Internationalization in East Africa:
What Did the Media Say?
Felix Adamu Nandonde
Abstract
The
purpose of this paper is to assess the long-term opportunity or lack thereof
for retail internationalization which is rising in Africa. To achieve that
objective the reviews and analyses of retail internationalization were carried
by relying on media coverage. International and local respected media were used
for data gathering. Thematic framework analysis was used for data analysis. The
parameters of the framework were developed from eclectic theory to predict
future expansion of retailers in east Africa. Four major issues emerged in the
coverage of retail internationalization: Perceived risk of African retailers, management
crisis, infrastructure problems, and policy challenges. It is contended
that, on the basis of this analysis, the future growth of retail
internationalization in the region will depend on government policy
intervention. These interventions must take into account a number of coexisting
realities coexist in interpretation of retail business.
This paper presented at 5th Aalborg University Conference, Organized by International Business Centre at Comwell Hotel, Korping, near Aalborg, Denmark, 4-6 June 2014.
