Internationalisation process of a worldwide leading company - Get More Electronics: a teaching case study

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.