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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

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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: 28 Aug 2021 22:02


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