Retailing in the European Union: Structures, Competition and Performance

Citation

Paddison, A. (2003), "Retailing in the European Union: Structures, Competition and Performance", International Journal of Retail & Distribution Management, Vol. 31 No. 7, pp. 379-380. https://doi.org/10.1108/09590550310483350

Retailing in the European Union is an edited volume of chapters covering a number of EU member states: Denmark, France, Germany, Greece, Italy, Spain and the UK. In this subject area, there has been a paucity of texts that provide an overview of retailing in a range of different countries. In the mid‐1990s, an important contribution was produced by Sternquist and Kacker (1994). Within this text, a comprehensive account – together with a contextual overview – detailed the retail patterns of 12 nations in Western and Eastern Europe. In view of the changes that have occurred within the last decade, there is a need for a text that allows readers to update their knowledge and understanding of this area.

Despite the title, the assembled country chapters encompass less than half of the current member states of the EU. Eight EU nations are not covered: the Benelux countries, Eire, Austria, Finland, Sweden and Portugal. As a consequence, for a reader seeking an overview of the whole EU, there is a critical gap in coverage.

As the title alludes, the focus is to consider structural, competitive and performance issues within the retail sector. Unfortunately, though, the introductory chapter fails to contextualise or offer a sufficiently deep theoretical underpinning for the remainder of the book. Vague and rather general sub‐headings are used to structure this chapter, whilst its overall length is insufficient. Some interesting data – for instance, with regard to international differences in grocery store dominance by key players – could have been used to structure and position some key arguments. For example, the issue of “difference” between the retail structures of EU nations could have been used as a conceptual framework. Data that indicate differences in retail concentration – for instance, between Spain and the UK – are cited; this theme could have been elaborated upon and revisited in later chapters. Furthermore, the issue of regional differences encompassing several countries – for instance, between Northern and Southern Europe – could also have provided a theoretical basis. Cultural variations and patterns could have been introduced at that juncture as a basis for discussion. Overall, this chapter is rather weak and superficial. Bold assertions, which lack supporting evidence, are stated. As an example, it is stated that EU states are at similar stages of economic development. Differences in average income or GDP would run counter to this assertion.

As a framework for the rest of the book, the introduction lacks thematic or theoretical input. In order to enhance this chapter, structurally, a discussion of background influences that contribute towards an understanding of differences in the retail structures of EU countries would have been useful. As a consequence, variations amongst the EU states would be better understood. In addition, a comprehensive review of overall EU policies towards the distributive trades would have been beneficial. By outlining this overall framework, a greater understanding of each country’s legislative framework may have emerged. Whilst many of the distinct national laws will have pre‐dated EU legislation, it would be valuable to have some basis for comparison. As it stands, this chapter singularly fails to achieve this.

Following the introductory chapter, there are seven chapters dealing with a different EU nation. Most of the chapters have a generic structure. First, historical developments in the retailing structure are detailed; second, an outline of different format types is provided together with a discussion regarding contemporary developments, and finally, a review of legislative issues – pertaining to that retailing sector – is given. Amongst the seven chapters, there are variations in the analytical input. Whilst some of the chapters are overly descriptive, a number of them synthesize the preceding description. For instance, in the chapter on France, Colla outlines the key dimensions of the legislative environment and accompanies this with a commentary on how this may be applied, together with the implications. In contrast, a number of the chapters present legislative material in a descriptive manner that limits the ability to use the information beyond a simple reference guide.

All of the chapters feature industry data. One of the key benefits of the text is the relative recency of the data that allows them to be used as a quick reference guide. Unfortunately, though, the awkward expression and terminology undermines some chapters. In addition, the presentation style of certain chapters limits the reader’s ability to assimilate the material. Lengthy paragraphs together with insufficient sub‐headings make it more difficult for the reader to navigate their way through the text and ascertain the key themes. Bennisons’s chapter, however, on the Greek market is excellently written. In contrast to the chapter being prescribed by the chronological development of Greek retailing, an alternative approach is taken. Particular themes are used to structure the discussion, whilst the retail implications are outlined in an interesting and analytical manner.

Finally, there is an overview chapter. Some interesting material is offered, but the structure is rather disjointed and is not sufficiently woven together. Insufficient reference is made to previous chapters, whilst the central issues – as stated in the section on competition and efficiency – were not used explicitly in these preceding chapters.