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Luxury retailers’ entry and expansion strategies in China

Bai, H, McColl, J and Moore, C (2017) Luxury retailers’ entry and expansion strategies in China. International Journal of Retail & Distribution Management, 45 (11). pp. 1181-1199. ISSN 0959-0552

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Abstract

Purpose
The purpose of this paper is to examine internationalising luxury fashion retailers’ entry and post-entry expansion strategies in mainland China.
Design/methodology/approach
The study adopts a pragmatic mixed-methods research approach, including a quantitative mail survey and qualitative face-to-face in-depth executive interviews.
Findings
Different from initial single entry methods, multiple methods are increasingly popular for luxury fashion retailers’ post-entry expansion in mainland China. Although directly controlled expansion strategies have become significant, local partnerships are still important and omnichannel distribution strategies are rapidly growing.
Research limitations/implications
The findings were generated in mainland China only.
Originality/value
This work provides an understanding of luxury fashion retailers’ activities in the Chinese market from both macro and micro perspectives. It examines luxury fashion retailers’ initial entry strategies, as well as their post-entry expansion strategies in mainland China. Few studies in the area of international luxury fashion retailing have employed a mixed-methods approach with this number of participants.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing, 1503 Business And Management, 1504 Commercial Services
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Publisher: Emerald
Date Deposited: 11 Apr 2018 09:55
Last Modified: 22 Sep 2018 09:49
DOI or Identification number: 10.1108/IJRDM-11-2016-0232
URI: http://researchonline.ljmu.ac.uk/id/eprint/8444

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