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Product and brand - Critical success factors in the internationalisation of a fashion retailer

Wigley, Stephen M., Moore, Christopher M. and Birtwistle, Grete (2005) Product and brand - Critical success factors in the internationalisation of a fashion retailer. International Journal of Retail & Distribution Management, 33 (7). pp. 531-544. ISSN 0959-0552

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Purpose – To explore the factors crucial to international fashion retailer success and evaluate how internationalisation could be controlled efficiently by a firm.
Design/methodology/approach – The study adopts a qualitative approach in the form of case
studies of two international fashion retailers. This involved structured interviews with management to explore their knowledge and experiences supported by secondary research such as company and media reports.
Findings – Defines the critical success factors especially contingent to their businesses, emphasising the importance of brand management, product development and differentiation to international fashion retailers.
Research limitations – An exploratory study which model needs testing using quantitative
Originality/value – Understanding of how fashion retailers successfully internationalise will
increase company efficiency.
Keywords - Fashion industry, Retailing, Critical success factors, Brands, International trade
Paper type - Research paper

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: School of Art, Design and Architecture
Depositing User: Stephen Wigley
Date Deposited: 19 Nov 2010 16:08
Last Modified: 28 Aug 2021 22:02


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