ABSTRACT
The paper shows the decision-making and strategy in overseas expansion by global retailer's and the gradual changes after entry into foreign markets. The focus is the concept of gradual strategic change. The research on retail internationalization has pointed to an evolutionary process from domestic action to global action. However, little research has been undertaken on the change of strategy in respect of standardizationadaptation before and after entry. Examples are provided of the standardization-adaptation process in the stages of pre-entry and post-entry for Toys “R” Us and Carrefour in Japan.
