ABSTRACT
Tesco came into the Taiwanese retail market in 2000, carrying the title of the top retailer in the UK and one of the top 10 global retailers. Tesco has had a great and successful experience in building retail branding, so its market entry was believed to be a huge threat to existing rivals, for example, Carrefour, RT-Mart and Costco. However, after five years, Tesco Taiwan failed in its original intended aim to open twenty-two stores and had opened only six stores resulting in September 2005, with Tesco exiting the market. The exit involved a contract with Carrefour to swap all its Taiwan sites for stores in the Czech Republic and Slovakia owned by Carrefour; the deal was concluded in June 2006 (Tran 2005; Chen 2006)
