A Case Study in Market Entry – Episode
Gaynor Lea‐Greenwood
(teaches Fashion Marketing at the Manchester
Metropolitan University, UK.)
3557
Abstract
A study in the retail market entry strategy of a major UK manufacturer which highlights the difficulties of forward vertical integration, conflict with other retail customers, and heralds a complete restructuring of the company, as the joint venture in retailing takes time and capital to establish.
Keywords
Citation
Lea‐Greenwood, G. (1994), "A Case Study in Market Entry – Episode", Management Decision, Vol. 32 No. 3, pp. 53-56. https://doi.org/10.1108/00251749410057410
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited