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| Author: | Lea-Greenwood, G. |
| Title: | A case study in market entry - episode |
| Journal: | Management Decision
1994 : VOL. 32:3, p. 53-56 |
| Index terms: | JOINT BUSINESS VENTURES RETAILING STRATEGY |
| Language: | eng |
| Abstract: | At a time when most retail operations are suffering at best zero growth, at worst falling sales, it would seem foolhardy for a company whose core business is M&S dedicated manufacture to buy a half share in a global retail concern and open on not only British but also European prime selling sites. This article is a study in the retail market entry strategy of a major UK manufacturer. It 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. |
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