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Selected Case

published: 01 Feb 2005

  • Topic: Strategy
  • Industry: Retailing
  • Region: Asia

Abstract:
Carrefour, the second largest mass retailer in the world, has expanded its presence in the Asia Pacific region and competing head-on with Wal-Mart and other Western and Asian mass retailers to capture a significant position in the region. The case retraces the historical development of the expansion, starting with an entry into Taiwan in the late 1980’s. Carrefour’s approach to internationalisation is described as well as its presence in the various countries of the Asia pacific region. A more detailed presentation of the China strategy is presented.

Keywords:
Globalisation, Global Strategy, Strategy for Asia Pacific, Mass Retailing, Competitive Strategy, Competitive Advantage, Internationalisation, China

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