ABSTRACT
The expansion of retailers beyond their domestic markets is a major feature of twenty first century commerce. International activity has become a significant element of strategy for many of the world's large retailers. From being a peripheral aspect of retailer strategy, international activity has become much more important to the continuing growth of retailers. The entry of American and European retailers into Asia marks a new phase in international activity. Academic research into international retailing is extensive and has tended to focus on European and American experiences. The amount of international retail activity in Asia is increasing steadily. The increase in the amounts of international activity in Asia by retailers from within and outside Asia provides a unique opportunity to gain a much fuller understanding of the process by which retail concepts get transferred between different commercial cultures.
