ABSTRACT
The German Metro, in partnership with the Taiwanese Foxconn, invested to bring the Germany-based Media Markt to China in 2010. It has since opened seven stores in Shanghai. As Europe's leading consumer electronics (CE) products retailer, Media Markt forecast that it could open 100 stores across China by 2015. Typical of Japanese retailers, Yamada is much more prudent than were its counterparts Best Buy and Media Markt, with a much less ambitious expansion plan in China. When describing the benefits of dual brands, Mitchell states that two strong brands can accomplish more than each brand separately. A major issue in internationalization of retailing is one of standardization versus adaptation. In a foreign market, the company is placed in the middle of culturally different surroundings, where the regulatory environment, the retailer-supplier relationship, and consumer behaviors can be vastly different from those in the retailer's home country.
