Factors influencing international retailers' market entry mode strategy: qualitative evidence from the UK fashion sector

Research output: Contribution to journalArticle

Abstract

Research on the internationalisation of retail firms has focused on many diverse themes such as the motivations for internationalisation, individual company experiences and the direction and extent of international retail activity. One particular aspect of the retailer internationalisation process that has remained relatively under researched is entry mode choice. Furthermore, while research on fashion retailing is increasing, the internationalisation of the sector has been largely neglected in the literature. The aim of the current work is to provide an initial attempt at redressing this research gap. The paper reports findings from an in-depth study into the entry mode choice decision process of seven major UK international fashion retailers. It is found that entry mode strategy emerges over time as a result of a combination of historical, experiential, financial, opportunistic, strategic and company-specific factors.
Original languageEnglish
Pages (from-to)223-245
Number of pages22
JournalJournal of Marketing Management
Volume16
Issue number1
DOIs
Publication statusPublished - 2000

Keywords

  • international retailers
  • UK Fashion Sector
  • market entry mode strategy
  • qualitative evidence

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