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Learn to Expect the Unexpected in Global Retail Expansion Taking a proven retail model and exporting it to a new country, often with a new set of competitors, a different language and culture, and unique shopper expectations requires more than just market research before entry.
Global retail expansion has attracted many followers. Perhaps surprisingly, a number of well-known retailers have failed to succeed in certain global markets due to a variety of reasons. These include regulatory, legal and cultural challenges, competition, and trying to change shopping behavior. The purpose of this article is to analyze the successes and failures of retailers who, seeking future growth, have entered global markets, and to offer lessons learned for future global enterprises to maximize their chances of success. 2011







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Status: 14. Februar 2012