抄録
This paper aims to propose a new framework for retail internationalization, especially for the sustainable growth of a retailer in the Asian markets. It discusses why we need to apply the embeddedness concept when investigating the process of internationalization, after studying relevant literature on these subjects. It then proceeds to discuss the factors influencing embeddedness and the differences between localization and embeddedness. Additionally, this paper proposes an analysis framework, which applies the embeddedness concept identified by Hess （2004） combined with the “Convenience Business Model” by Chung （2016a）. It also recommends that embeddedness should be investigated from both the “temporal” and “spatial” angle. Finally, the paper introduces corporate social responsibility as a complementary activity during the embeddedness process of retail internationalization.
