Internationalization and the effects of retail development in the Republic of Serbia

Internationalization and its development effects have been typical trends on the global retail market in the past few years. The trade development, trade revolution and changes in marketing channel have influenced the expansion of large, global retail systems. These systems enter the markets of developing countries and change their structure and the manner of doing business. In the last decade and a half, Serbia has been in transition process; consequently, the changes that have occurred in this period are numerous. From the trade perspective, there were changes in structure and relationships in the marketing channel, retailers have better position in it, they grow, concentrate, expand worldwide, etc. Retailers in Serbia will have to adapt to those changes, because that is the only way to stay competitive with international competitors. Development trend will be more intense, competition and concentration will reach a higher level and only the best retailers will remain on the market. So what is the level of retail development in Serbia right now? Can we compare it to other countries? Of course we can, that is the main aim of this paper. Comparison of retailers in Serbia and the surrounding countries, in the Balkans and other European countries is the main issue in this paper