International strategy of US retailers and the role of market research

David J. Rachman and Swee L. Chia

The American economy is perhaps in the best condition it has been in the past fifty years. The same cannot be said of retailing, which has been struggling for three years.

International strategy of US retailers and the role of market research

David J. Rachman and Swee L. Chia Baruch College, United States

INTRODUCTION

The American economy is in wonderful shape. We have the equivalent of no unemployment, virtually no inflation, low interest rates, high business profits and a surging stock market that is making everybody rich. The interesting aspect of this picture is that retailing is one of the few sectors that remains in a struggle.

But in spite of this, a recent survey by the International Franchise Association found that over 80% of all franchisors were...

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