HELFERRICH, HINFELAAR AND KASPER STRUCTURE

Group Members:

Anubhav GoyalParth GargPriya MukherjeeSameer SinghShailesh SethShivank Chaudhary

IMPETUS FOR HHK THEORY

This structure is used to classify various types of overseas retailers.

Helfferich, Hinfelaar, & Kasper’s classification basically borrows from the mainstream international marketing and management literature, particularly referring to culture and classifies various types of overseas retailer across five dimensions, that are:

1. Geographic Scope2. Cultural Spread3. Cultural Orientation4. Marketing Strategy and,5. Management Strategy

The major contribution of this classification is the integration of the cultural dimension to international retailing, emphasizing particularly the cultural orientation (EPRG Framework) and management approaches of international retail firms.

Do not adapt their products to the needs and wants of other countries where they have operations

Equal importance to every country’s domestic market.Believe in uniqueness of every market.

Economic, cultural or political similarities among regions.

• The main idea is to target “global consumers” who have similar tastes.

• To borrow from every country what is best.

GEOCENTRIC

EPRG FRAMEWORKETHNOCENTRIC

POLYCENTRIC

REGIOCENTRIC

INTERNATIONAL GLOBAL TRANSNATIONAL MULTINATIONAL

Geographic Scope

1 Continent 2 or more continents

1 or more continents

1 or more continents

Cultural Spread

1 Cultural Zone 2 or more cultural zones

2 or more cultural zones

2 or more cultural zones

Cultural Orientation

Ethnocentric Mixed Geocentric Polycentric

Marketing Expansion of home format or international alliances

Minimal adaption, homogenous markets

Medium adaptation, Heterogeneous markets

Major adaptation or diverse formats, heterogeneous markets

Management Domestic HQ Centralized control

Integrated network Independent units

HHK STRUCTURE

EUROPEAN SILICON STRUCTURE LTD.

References• International Retailing by Nicholas Alexander & Anne Marie Doherty

• http://www.acclaro.com/newsletter/cross-cultural-marketing-success-stories

• http://www.willystreet.coop/reader-editions/2012/08/european-style-shopping

• http://distributedmarketing.org/2013/02/14/why-centralized-marketing-control-benefits-a-brand/

• http://www.slideshare.net/9-examples-of-firms-implementing-global-strategy-by-adaptation

• http://www.manzellareport.com/index.php/strategies-section/283-success-selling-globally-requires-cultural-localization