Search:
Computing and Library Services - delivering an inspiring information environment

Retail internationalisation in practice: per una in the UK and Taiwan

Wigley, Stephen M. and Chiang, Chu-Ling Rachel (2009) Retail internationalisation in practice: per una in the UK and Taiwan. International Journal of Retail & Distribution Management, 37 (3). pp. 250-270. ISSN 0959-0552

[img] PDF - Published Version
Restricted to Repository staff only

Download (124kB)

    Abstract

    Purpose – The purpose of this paper is to investigate the retail marketing strategies of one fashion retailer as they are applied in two national markets, and to identify means by which international retailer success may be assured.
    Design/methodology/approach – The paper is a qualitative case study.
    Findings – To be a successful international fashion retailer, the ability to apply and adjust the retail marketing mix elements according to specific target-market conditions and a wider global strategy is very important.
    Practical implications – The paper indicates how an international fashion retailer may manipulate
    components of its marketing mix to be successful in diverse national markets.
    Originality/value – The paper combines international retailing literature with retail marketing concepts to present findings of interest to commercial practitioners and offer opportunities for further research.
    Keywords - Retailing, International marketing, Fashion industry, United Kingdom, Taiwan
    Paper type - Research paper

    Item Type: Article
    Subjects: A General Works > AC Collections. Series. Collected works
    Schools: School of Art, Design and Architecture
    Depositing User: Stephen Wigley
    Date Deposited: 19 Nov 2010 15:53
    Last Modified: 19 Nov 2010 15:53
    URI: http://eprints.hud.ac.uk/id/eprint/8708

    Document Downloads

    Downloader Countries

    More statistics for this item...

    Item control for Repository Staff only:

    View Item

    University of Huddersfield, Queensgate, Huddersfield, HD1 3DH Copyright and Disclaimer All rights reserved ©