Expansion through replication: the case of Decathlon Group

Abstract

Replication is by definition the action of copying or reproducing something. The following analysis starts from the article of Winter and Szulanski, “ Replication as Strategy”, in which there is a more specific explication of this procedure in terms of business. It is described as a two-phases process of exploration and exploitation usually applied for stabilizing the business model which can be useful for creating a great amount of similar outlets which offer a product or service. One of the most important procedure pertaining the replication strategy is the transfer of knowledge which means the action of moving knowledge, ideas and experience from the source of knowledge to the recipient trying to guarantee the accessibility for future users. In this elaborate Decathlon, the largest worldwide sporting goods retailer, is recognized as a successful example of the application of this strategy. The company, with more than 1500 stores in over 49 countries in the world, is able to replicate the same retailing structure, with the same products maintaining the same values in different realities.