Retail internationalization in fast moving consumer goods sector in the Republic of Croatia after the access of the Republic of Croatia into the European Union

Rad obrađuje jedan od najvažnijih trendova u maloprodaji robe široke potrošnje, a to je proces internacionalizacije koji nije zaobišao ni hrvatsko tržište. Internacionalizacija se može definirati kao međunarodno širenje maloprodavača s domaćeg na inozemno tržište. Trgovci na malo pod različitim push i pull čimbenicima donose odluku o uključivanju na strano tržište. Analizom sekundarnih podataka zaključuje se kako je hrvatsko maloprodajno tržište duboko internacionalizirano s obzirom da je pet od deset vodećih trgovaca na malo mješovitom robom u stranom vlasništvu. Također, još jedan izražen trend je i koncentracija trgovine koja označava proces smanjenja broja vodećih trgovaca uz istodobno povećanje njihovog tržišnog udjela. U Republici Hrvatskoj od ulaska u Europsku uniju koeficijent koncentracije tj. važnost prvih pet ili deset vodećih trgovaca kontinuirano raste. Globalizacija i liberalizacija tržišta dovode do istiskivanja s tržišta malih prodavaonica velikim dijelom u hrvatskom vlasništvu koje ne mogu konkurirati multinacionalnim poduzećima. S druge strane, internacionalizacija povećava ponudu proizvoda i usluga, utječe na smanjenje cijena pod utjecajem konkurencije te dovodi na tržište inovativne tehnologije i digitalnu transformaciju.Work addresses one of the most important trends in the retail sale of consumer goods, which is an internationalization process that that has not bypassed the Croatian market. Internationalization can be defined as the international expansion of retailers from domestic to foreign markets. Retailers take the decision to enter the foreign market under various push and pull factors. The analysis of secondary data leads to the conclusion that the Croatian retail market is profoundly internationalized, as five out of ten leading grocery retailers are foreign-owned. Another pronounced trend is the concentration of trade, which marks the process of reducing the number of leading traders while increasing their market share. In the Republic of Croatia, since joining the European Union, the concentration coefficient, i.e. the importance of the top five or ten leading traders, has been continuously increasing. Globalization and market liberalization lead to the crowding out of the market of small Croatian-owned shops that cannot compete with multinational companies. On the other hand, internationalization increases the supply of goods and services, affects price reductions driven by competition and brings to the market innovative technology and digital transformation