Abstract
As China’s joining World Trade Organization (WTO) and entirely opening its retail market, foreign retailers step into China one after the other. The Chinese retailing industry has changed rapidly influenced by both external and internal factors. Tesco, the great retail chain in the UK, transferred its value to the Chinese market in 2004. Tesco has implemented various strategy since it launched in China. The British retail giant has experienced tremendous success in the British retail market. However, it is struggling to succeed after nine years of solo venture in the Chinese market.
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