ABSTRACT
With a population of 1.4 billion people (TheWorld Bank, n.d.) and a growing economy, China presents an attractive market for retailers looking to expand. Best Buy is no exception, and in 2003 it opened operations in China. By 2011, Best Buy was operating nine of its ‘‘Big Box’’ stores throughout China. However, the strategy that resulted in great success throughout the United States was not effective inChina and, in February 2011, Best Buy closed all of its stores in the country. The closures of Best Buy’s stores in China were the direct result of the company’s lack of awareness of the cultural and infrastructural complexities present abroad. As Best Buy seeks to reenter China through the already establishedFiveStarAppliance stores, it can aim for success by first taking into account the Chinese market, culture, and consumer habits.
