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
