Marketing

Quantum mechanics

Process (computing)

Neuroscience

Public relations

Global strategy

Standardization

Operating system

Computer science

Business

International trade

Physics

Process management

Advertising

Psychology

Optics

Political science

Focus (optics)

Internationalization

Industrial organization

Action (physics)

Adaptation (eye)

Journal of Global Marketing

The paper shows the decision-making and strategy in overseas expansion by global retailer's and the gradual changes after entry into foreign markets. The focus is the concept of gradual strategic change. The research on retail internationalization has pointed to an evolutionary process from domestic action to global action. However, little research has been undertaken on the change of strategy in respect of standardization-adaptation before and after entry. Examples are provided of the standardization-adaptation process in the stages of pre-entry and post-entry for Toys “R” Us and Carrefour in Japan.

How Does the Global Retailer Localize Its Format?