零售国际化失败的原因剖析——基于阿霍德海外市场撤退的透视  

Cause Analysis of Failure in Retail Internationalization Based on the Perspective of Ahold’s International Exits

作　　者：汪旭晖[1] 李芳卉[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《国际经贸探索》2008年第9期66-71,共6页International Economics and Trade Research

基　　金：教育部人文社会科学青年基金项目(05JC790089);国家自然科学基金项目(70702001)

摘　　要：通过对阿霍德海外市场撤退的分析研究发现,海外市场选择失败、进入模式选择失败、竞争失败、本土化适应及调整失败、非可控因素的影响均会导致零售企业国际化失败。前四个因素从零售国际化过程角度考虑,相互联系、层层递进,但又可作为独立因素直接导致国际化失败,非可控因素也可直接迫使零售企业从海外市场退出。This paper establishes a theoretical framework for the cause of failure in retail internationalization by analyzing Ahold＇ s exits from overseas markets. The study shows that the failure of market selection, the failure of entry mode choice, the failure of competition, the failure of adaptation and adjustment in the host country as well as the impact of non-controllable factor all may lead to international retailers＇ failure in the host country. The first four factors are closely related to retail internationalization process, with each factor mutually interconnecting and gradually embedding. Any of the four factors can lead to the failure of retail internationalization respectively while non-controllable factor may also force the international retailer exit from overseas markets. It is of important reference to Chinese domestic retailers＇ interregional expansion and international development.

关 键 词：零售国际化 阿霍德 失败 退出 

分 类 号：F713.32[经济管理—产业经济]