Nigel Howard/Alamy
The USA was always firmly on the radar for the UK’s number one grocery retailer. With a population of 315 millon people the temptation of market entry was too much to resist for a plc needing to make high returns for its shareholders.
International expansion into the emerging, less competitive markets of South Korea, Malaysia and Turkey had taught Tesco to look for differences in culture rather than similarities. Thorough market research was going to be vital in order to crack the US market. Terry Leahy, then CEO, was up for the challenge.
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