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The role of branded retail in manufacturers' international strategy

Laura Ilonen (School of Economics, Aalto University, Aalto, Finland)
Jody Wren (School of Economics, Aalto University, Aalto, Finland)
Mika Gabrielsson (School of Economics, Aalto University, Aalto, Finland)
Markku Salimäki (School of Economics, Aalto University, Aalto, Finland)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 10 May 2011

5169

Abstract

Purpose

The purpose of this paper is to clarify the different roles and implications of a manufacturer's branded retail operations on its international strategy. The roles are analyzed through two dimensions, brand strength and the role of branded retail as a sales channel.

Design/methodology/approach

A multiple case study approach is used to look at the international development of branded retail in four companies, LEGO, Nokia, Iittala and H & M.

Findings

This study finds that there are at least two approaches to implementing branded retail strategy internationally that can be and often are overlapping. Emphasis on branding appears to be important in both approaches. However, the role of the branded retail as a direct sales channel differs between the case companies. The paper discusses and demonstrates the importance and role of branded retail for companies not generally seen as retailers, from both sales and brand management perspectives.

Originality/value

The paper contributes by narrowing the evident research gap regarding this current and seemingly global phenomenon.

Keywords

Citation

Ilonen, L., Wren, J., Gabrielsson, M. and Salimäki, M. (2011), "The role of branded retail in manufacturers' international strategy", International Journal of Retail & Distribution Management, Vol. 39 No. 6, pp. 414-433. https://doi.org/10.1108/09590551111137976

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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