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Culture Determines Business Models: Analyzing Home Depot's Failure Case In China For International Retailers From A Communication Perspective, May Hongmei Gao
Culture Determines Business Models: Analyzing Home Depot's Failure Case In China For International Retailers From A Communication Perspective, May Hongmei Gao
Faculty and Research Publications
This article is a result of a longitudinal case study regarding Home Depot's operation in China. From 2006 to 2011, the author conducted 37 in-depth interviews with Home Depot executives, managers, lawyers, employees, suppliers, and consumers, as well as its Western and Chinese competitors. These interviews generated 500+ pages of transcripts and field notes. Home Depot entered China in 2006 by acquiring 12 stores from a Chinese company, Home Way. However, by September 2012 all Home Depot stores in China had been closed.
This interview-based single-case-study research has these notable contributions. First, this research stresses the importance of host culture …