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近年来,越来越多的跨国零售企业在海外市场遭遇生存困境,而呈现大范围的撤离态势。这些零售国际化失败的主要原因在于企业没有将母国市场的专业技能有效转移到东道国市场。由于零售专业技能跨国转移直接影响着跨国零售企业的海外市场绩效,这一问题越来越被跨国零售企业所重视,但学术界对此研究还较少。汪旭晖教授的新著《零售专业技能跨国转移:机制与策略》(中国财政经济
In recent years, more and more multinational retail enterprises have encountered the survival predicament in overseas markets, showing a wide range of evacuation trends. The main reason for the failure of these retail internationalizations is that companies do not effectively transfer home-country market expertise to host country markets. As trans-national retail expertise directly affects the overseas market performance of multinational retailers, this issue is increasingly valued by multinational retailers. However, there are few studies in academia. Professor Wang Xuhui’s new book, Transnational Retail Professional Skills: Mechanisms and Strategies (China’s Financial Economy