서구 대형할인점의 한국과 일본시장 진출성과의 비교

Performance of Western Discount Stores in Korea and Japan

There have not been many studies about expansion of western discount stores into Asian market. Most studies about global expansion of multinational corporations are performed for manufactuing industries and the studies about global management of distribution industry should be done further in the future. The degree of globalization in distribution industry is still low and more attention should be paid to this field. This study analyzes the expansion of western discount stores in Korea and Japan. The theoretical framework of standardization and localization was adopted to understand this case. We have made the cases of three largest discount stores in the world: Walmart, Karrfour and Tesco. All of these three discount stores entered both Korea and Japan, but they did not show the satisfactory performance in these markets and we analyzed the reasons of the low performance.