How International Retailers Develop Retail Ecosystems in Emerging Markets

This study explores the development of retail ecosystems by international retailers in emerging markets, focusing on Vietnam as a case study. It investigates the strategies of three prominent foreign retailers: Aeon (Japan), Lotte (South Korea), and Central Retail (Thailand). Through a comparative analysis, the study identifies key similarities and differences in their ecosystem-building strategies, approaches, and processes, as well as their connections to firm capabilities. The research provides valuable theoretical insights into retail ecosystem models specifically designed for developing countries. Its findings enhance the understanding of the processes and strategies driving ecosystem development in emerging markets, which present distinct opportunities and challenges compared to the more established markets of developed economies. This study offers significant implications for academics, practitioners, and policymakers.