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China is potentially the largest retail market in the world, attracting
unprecedented attention from international retailers. Many experts claim that success in China not only provides access to this enormous market, but improves the capabilities of international retailers to succeed globally. Yet little research has been published on the expansion process of international retailers operating in China. Lisa Qixun Zhang fills this gap with her case study research and the presentation of a new theoretical model focusing on retailers' post-entry stage of internationalization. Her model provides an indispensible link between previous research on pre-entry and entry stages of retailer internationalization and future research on retailers' performance.
Based on empirical results the author also offers pragmatic advice including:
• adapting to the local cultural and regulatory environment;
• identifying and evaluating locations for new international retailing operations;
• establishing a bridgehead for such operations;
• expansion and market development; and
• the challenges of learning from experience.

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