Strangers in strange lands: hypermarkets and Chinese consumer culture misalignment
Clyde A. Warden
National Chung Hsing University
James Stanworth
National Changhua University of Education
Judy F. Chen
Overseas Chinese University
Stephen Chi-Tsun Huang
National Khaosiung First University of Science and Technology
So much to grok, so little to grok from.
(Stranger in a Strange Land, Robert A. Heinlein, 1961)
Introduction
Few western retailers, attempting to enter East Asian markets, are unaware of the need for localised approaches (Evans et al.2000; Chen 2004). Despite this, many firms find success in the East Asian region elusive:...