csc_project_-_anne_ter_braak-1.pdf
(705.07 kB, PDF)
… PhD project: Cross-Continental Retailer Expansion Name and contact information of the PI: Dr. Anne ter Braak: Assistant Professor of Marketing, Maastricht University, Netherlands o a.terbraak@maastrichtuniversity.nl o Personal page Priority Major: 8. 国际商务 / International Business Description of the project … yet. For a long time, they were too rare or too recent. Nowadays, the examples are abound; e.g. retailer Tesco in South Korea and Carrefour in Indonesia. Similarly, Asian brands have successfully entered the European market and continue to grow. Newcomer JD – the largest retailer in China - has penetrated the European retailer market as of 2021 and is working on brand building in Europe. Existing literature on expansion was also done in an era when online retail barely existed. Now, international presence can be established by simply offering worldwide shipping. This project will distinguish between online versus physical expansion by retailers. Notwithstanding the expansion evolution, retailers …