China’s Retailing Graveyard: A Case Study of TESCO

Pauline Cosijn ()
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Pauline Cosijn: TIAS School for Business and Society

A chapter in Market Entry in China, 2016, pp 95-103 from Springer

Abstract: Abstract Many foreign firms have entered the Chinese retail market, lured by the prospect of a rapidly growing middle class. However, difficulties arise due to the inability of retailers to truly understand the country. In 2013, Tesco announced it would partner up with China Resource Enterprise (CRE), after the retailer had tried to crack the Chinese retail market for 9 consecutive years. The case follows a series of events that led to Tesco’s eventual withdrawal from the Chinese retail market.

Keywords: Retail industry; Tesco; Marketing; Brand awareness; Loyalty; Brand changes (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-29139-0_9

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