Title: Internationalisation process of a worldwide leading company - Get More Electronics: a teaching case study
Authors: Oznur Yurt; Ismail Karabas
Addresses: Laureate Online Education, University of Liverpool, Liverpool, UK ' Washington State University, Todd Addition 377, P.O. Box 644730, Pullman, WA, USA
Abstract: The purpose of this paper is to describe a case study that can be used as a teaching exercise. This paper focuses on internationalisation process of a worldwide leading retailer for consumer electronics, Get More Electronics Co. Inc. (GME). Although it is a real case, the name of the company has been omitted due to confidentiality reasons. However, this should not affect key messages and learning points. This study aims to support students and practitioners' knowledge on the dynamics of international markets and the importance of market research before entering a new market. The study also aims to improve students and practitioners' knowledge on the effects of cultural differences in the success of an international retail company. At the end of the case text, questions and their potential answers are also provided as a teaching note.
Keywords: retailing; distribution channels; consumer electronics; internationalisation; international business; international marketing strategy; market research; marketing management; globalisation; teaching case study; international markets; new markets; market entry; cultural differences; culture.
International Journal of Teaching and Case Studies, 2016 Vol.7 No.1, pp.1 - 14
Received: 29 Jul 2015
Accepted: 02 Sep 2015
Published online: 22 Apr 2016 *