Abstract International retailers face formidable tasks in trying to replicate, or improve upon, their home country success abroad. Their market-seeking efforts sometimes require strategic diversifications of their store format portfolios capable of serving customers in different host countries. In this study, we examine whether the degree of store format diversification helps improve the performance of international retailers. We also assess the possible moderating effects of three factors—internationalization speed, political distance, and cultural distance—on this relationship. Utilizing 2001–2015 panel data for 19 retailers originating from several home countries and operating in multiple host countries, we employ a fixed effects model to examine the hypothesized relationships. Our results show that the performance of international retailers is influenced negatively by store format diversification. This relationship is moderated by internationalization speed and political distance, but not by cultural distance.

中文翻译：

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门店业态多元化对国际零售商的绩效影响

摘要 国际零售商在试图复制或改进其本国在国外的成功方面面临着艰巨的任务。他们寻求市场的努力有时需要能够为不同东道国的客户提供服务的商店业态组合的战略多元化。在这项研究中，我们考察了门店业态多元化的程度是否有助于提高国际零售商的业绩。我们还评估了三个因素——国际化速度、政治距离和文化距离——对这种关系的可能调节作用。利用来自多个母国并在多个东道国经营的 19 家零售商的 2001-2015 年面板数据，我们采用固定效应模型来检验假设的关系。我们的结果表明，国际零售商的业绩受到商店业态多元化的负面影响。这种关系受国际化速度和政治距离的影响，但不受文化距离的影响。