The Single Market Initiative (SMI) has resulted in many changes in European
retailing. This study explores the influences of the SMI on the European retail
sector and discusses the strategic trends emerging from recent changes. The
study is based on secondary sources of data as well as on personal interviews
throughout Europe. The results indicate that although retailing in Europe
remains fragmented, very competitive, and dominated by small and medium-sized
firms, large, world-class retailers are emerging/entering the European retailing
scene and intensifying competition.
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