Best Buy in China

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Since the case was published, Best Buy has continued to be innovative and creative in building its relationships with its consumers. Per Best Buy’s website (2013), they have added a Windows store that allows customers to gain knowledge and test out Window devices. This shows their increased dedication to building the customer experience. Even with all the changes and dedication they have to their consumers, Best Buy has already closed the nine Best Buy stores that it set up in China (CNBC, 2011). However, Lee (2013) mentions that the CEO of Best Buy says it will keep its business in China under the Five Star brand.

Best Buy has a unique perspective on their business and technology because they pride themselves in educating customers. As Spenner and Freeman (2012) mentions, customers want simplicity and need to be able to make informed decisions. By educating customers about the products and teaching them how to use it, Best Buy could actually increase the chances of the customer buying the product because they are confident in it and Best Buy. This is how Best Buy practices business now. Building on this is the fact that employees are paid hourly instead of based on commission so the employees don’t have to make hard sales, which can be a negative for many customers. Centricity, Best Buy’s tailoring of their stores for targeted customers, is a great concept as well (Chandrasekhar, 2009). It allows the biggest profit generating customers to feel comfortable and encourages spending through a more relaxed environment.
As Chandrasekhar (2009) mentions, Best Buy controls its advertising at the corporate level. While this can be beneficial for consistency, this can limit their potential in markets if a local store or another nati...

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...hy Best Buy Failed in China. Retrieved from
Lee, T. (2013, August 2). Best Buy CEO Indicates Company Will Stay in China. Retrieved from
Spenner, P., & Freeman, K. (2012). To Keep Your Customers, Keep It Simple. Harvard Business Review, 90(5), 108-114.
Chandrasekhar, R. (2009). Best Buy Inc.-Dual Branding in China.
Batra, R., Ahuvia, A., & Bagozzi, R. (2012). Brand Love. Journal of Marketing, 76(2), 1-16.
Magloff, L. (2013). The Advantages of Keeping an Existing Business Name. Retrieved from
Warden, C. A., Stanworth, J., Chen, J. F., & Chi-Tsun Huang, S. (2012). Strangers in Strange Lands: Hypermarkets and Chinese Consumer Culture Misalignment. International Journal of Market Research, 54(6), 799-820.
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