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Tekijä:Moore, C. M.
Doherty, A. M.
Doyle, S. A.
Otsikko:Flagship stores as a market entry method: the perspective of luxury fashion retailing
Lehti:European Journal of Marketing
2010 : VOL. 44:1/2, p. 139-161
Asiasana:international marketing
market entry
fashions industry
retailing
Kieli:eng
Tiivistelmä:This study investigates the role and function of flagship stores as a market entry mechanism of luxury fashion retailers. The findings of the research identify the defining characteristics of luxury retailers' flagship stores. They are found to represent a strategic approach to market entry employed to support, enhance and develop distribution activities in a foreign market. The results highlight the interdependence of flagship stores and the wholesaling method of distribution. The flagship stores are found to be significant in reinforcing the retailer's luxury status and enhancing relationships with customers and distribution partners.
SCIMA tietueen numero: 270137
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