The Analysis Of Internationalization Failure Of Retail Enterprises Basing On Adaptive Ability

Along with the increasing enhancement of economic globalization and rapid development of information technology,the restrictive factors which retail enterprises are facing reduce gradually,and many large-scale retail enterprises are doing business in foreign markets.At the same time,China's retail enterprises internationalizes gradually,and their scale is growing bigger and bigger.But many retail enterprises do not adapt to environment of the target country and fail in internationalization,which makes them have to give up the target market.Under such circumstances,China's retail enterprises have to strengthen their adaptive ability to adapt to the diverse and changing international environment,after which successful internationalization could be reached.The theory analysis and case analysis methods are used in this paper.Firstly,this paper expounds the adaptive ability theory,based on which this paper proposes a framework of adaptive ability for the retail enterprises.Secondly,this paper analyses the large international retailers' internationalization failure based on this framework.Finally,combining with the current situation of adaptive ability of China's retail enterprise,this paper proposes measures to enhance the adaptive ability of China's retail enterprise,and lays the foundation for the internationalization of China's retail enterprises.Through analysis on the failure of retail enterprises,this paper obtains the conclusion that the internationalization failure of the retail enterprises is because their adaptive ability is weak. Firstly,the retail enterprises could not well aware of the environmental changes that will cause their internationalization failure.Secondly,the retailers could not correctly respond to the environment that will cause internationalization failure.Thirdly,the management decision-making error will directly cause retail enterprises' internationalization failure.Finally,the monitoring ability and reaction ability of retail enterprises can be enhanced through organizational learning.