Carrefour in Asia (A) - Taiwan: A Bridgehead into Asia

Published 01 Mar 1994
Reference 4409
Topic Strategy
Industry Retail Supermarkets
Region Asia
Length 20 page(s)
Prizes & Awards

2010 ecch Best Selling Case in Economics, Politics and Business Environment

2006 ecch Best-selling case in Economics, Politics and Business Environment

Winner of 1996 European Case Awards, Accounting Control & Business Environment Category

Winner of 1995 EFMD Case Writing Competition, International Business Category


Case (A) discusses the entry of the French mass retailer into Taiwan, starting in 1986 when a first mission is sent there for a feasibility study.

Teaching objectives

To analyse the strategic and managerial issues involved in entering an emerging market in the services sector. Can be used in two pedagogical contexts: international business development and global strategies, and Asian business.