haku: @journal_id 1343 / yhteensä: 429
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| Tekijä: | McGoldrick, P. J. |
| Otsikko: | Spatial and temporal shifts in the development of international retail images |
| Lehti: | Journal of Business Research
1998 : JUN, VOL. 42:2, p. 189-196 |
| Asiasana: | INTERNATIONAL TRADE GLOBAL MARKETING CORPORATE IMAGE RETAILING |
| Kieli: | eng |
| Tiivistelmä: | The last 10 years has been a time of rapid growth of internationalization by many North American, European, and Japanese retailers. Little research attention, however, has been given to the problems of "exporting" a retail image. The variety store retailer Marks & Spencer started its process of internationalization 25 years ago, now representing a valuable case study in market entry and international positioning. Based upon an intercountry study in France and the UK, the competitive positioning of Marks & Spencer, rival C & A, and a local competitor are compared in 2 different, national markets. Images are also compared with those recorded in an earlier study of Marks & Spencer and Japanese competitors in Hong Kong. A model is suggested of some of the determinants of international image and positioning, highlighting the additional importance of awareness and learning in such international contexts. |
SCIMA