Despite clear advantages, not all retailers have found overseas expansion so easy. Adapting business model to the local market is essential, says Ian Cheshire, B&Q's CEO. The cookie-cutter approach of simply exporting a domestic concept won't work. Steve Webb, investor relations director at Tesco, the UK's largest retailer in terms of both international and domestic sales, it's much more important to be attuned to local customers' needs. The solution is fairly simple: employ local managers. If you've got a local management team, you've got a decent chance of being closer to local consumers, Webb says. One key question for a retailer to consider when establishing an overseas operation is whether to operate under its existing name or create a new local brand. A company with widely dispersed retail operations is well placed to weather the more immediate threat of recession. As the downturn deepens in western Europe, retailers are keener than ever to seek opportunities in parts of the world where economies are still booming.