TESCO, a multinational retailing company headquartered in the U.K., entered the Korean market by acquiring 50% of the equity of 'Home Plus' from Samsung Corporation and establishing a joint venture 'Samsung TESCO' in 1999. Samsung TESCO has been doing well to be a No. 2 discount store in Korea while Walmart and Carrefour, the top two worldwide discount stores, have some difficulties in settling down in the Korean market.TESCO's strategies are different from those of Walmart and Carrefour in many respects, and these differences are thought to have brought somewhat contrasting performance in Korea. First of all, TESCO chose a joint venture with a local partner as its entry mode while the other two were stick to wholly owned subsidiaries. With this mode and decentralization in decision making, TESCO has been able to understand and adapt to various environments including consumer behavior in the Korean market more officially and efficiently. TESCO's international business strategies seem to be more close to local adaptation than to standardization in the ‘adaptation-standardization' strategy spectrum.