Aeon Retail in China
Product Number：
EN_2020GJSW_1350
Page Views：
1880
CaseName：
Aeon Retail in China
Authors：
Shi Mingming, Jiang Zhou
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Aeon (China) Investment Co., Ltd.
Industry：
Trade/Commerce
Discipline：
International Business、General Management
Scale：
Large
Language：
English
Type of Case：
Descriptive Case
KeyWords：
Internationalization strategy, localization management, cross-cultural communication, retailing format choice
Abstract：
It’s a great difficulty yet a key point for foreign-funded retail enterprises to practice multinational operation to adapt to the huge and regionally diversified market in China, to avoid inadaptability to the local conditions, and to better meet the different demands of customers. The case is mainly about the localization strategies of Aeon, describing how Aeon China was developed in Hong Kong in 1985 and in Guangdong Province in 1996, so as to find out its business model during localization in China and its adaptive strategy changes and retail format selection in different environments of institution, culture, consumption and different consumption habits. By probing into the localization in China of Aeon Retail, the case tries to figure out how a multinational retailer can better adapt to the local market, have a keen sense of the market to choose target communities and better meet local demands. The case will help in looking into the localization management and cross-cultural communication of multinational retailers.
Intended Audience：
本科、硕士、MBA、EMBA、EE
Data Source：
Secondary
Publication Date：
2017
Revision Date：
2020
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