Since the case was published, Best Buy has continued to be innovative and creative in building its relationships with its consumers. According to Best Buy's website (2013), they have added a Windows store that allows customers to gain knowledge and test Windows devices. This shows their greater dedication to building customer experience. Despite all the changes and dedication to its consumers, Best Buy has already closed the nine Best Buy stores it opened in China (CNBC, 2011). However, Lee (2013) states that the CEO of Best Buy says they will keep their business in China under the Five Star brand. Best Buy has a unique perspective on its business and technology because it takes pride in educating customers. As mentioned by Spenner and Freeman (2012), customers want simplicity and need to be able to make informed decisions. By educating customers about the products and teaching them how to use them, Best Buy could actually increase the chances that the customer will purchase the product because they trust it and Best Buy. This is how Best Buy operates today. This is based on the fact that employees are paid on an hourly basis rather than on a commission basis, so that employees do not have to make hard sales, which can be bad for many customers. Centricity, the personalization of Best Buy stores for targeted customers, is also a great concept (Chandrasekhar, 2009). It allows customers who generate more profits to feel at ease and encourages spending in a more relaxed environment. As mentioned by Chandrasekhar (2009), Best Buy controls its advertising at the corporate level. While this may be beneficial for consistency, this may limit their potential in markets if a local store or another country... paper center ......why Best Buy fails in China. Retrieved from http://www.cnbc.com/id/41882157Lee, T. (2013, August 2). Best Buy CEO indicates company will remain in China. Retrieved from http://www.startribune.com/business/218123261.htmlSpenner, P., & Freeman, K. (2012). To retain 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. Marketing Journal, 76(2), 1-16.Magloff, L. (2013). The benefits of keeping an existing business name. Retrieved from http://smallbusiness.chron.com/advantages-keeping-existing-business-name-22477.htmlWarden, C. A., Stanworth, J., Chen, J. F., & Chi-Tsun Huang, S. (2012). Strangers in foreign lands: Hypermarkets and the misalignment of Chinese consumer culture. International Journal of Market Research, 54(6), 799-820.