Retail internationalisation in practice: per una in the UK and Taiwan
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 13 March 2009
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
Citation
Wigley, S. and Rachel Chiang, C. (2009), "Retail internationalisation in practice: per una in the UK and Taiwan", International Journal of Retail & Distribution Management, Vol. 37 No. 3, pp. 250-270. https://doi.org/10.1108/09590550910941517
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited