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Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group

Bai, H, He, W, Shi, J, McColl, J and Moore, C Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group. Thunderbird International Business Review. ISSN 0020-6652 (Accepted)

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Abstract

This paper aims to examine internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing via their motives, direction, and entry modes. Through the case study of the Shandong Ruyi Group, data was collected using ten in-depth executive interviews between 2018-2019. The research finds that the internationalization of EMNCs in luxury fashion retailing is predominantly motivated by proactive factors, including the vision to develop to a global luxury fashion conglomerate, and the ambition to control the whole value chain from sourcing, to manufacturing and retailing. The international expansion direction in terms of production is strategic and driven by resource availability and production capability, and in terms of distribution was opportunist but is increasingly strategic. High cost entry modes are preferred, including internal organic growth, external expansion strategies such as mergers and acquisitions, and strategic alliances with a majority of equity, because of the high degree of control.

Item Type: Article
Uncontrolled Keywords: 1503 Business and Management
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Business & Management (new Sep 19)
Publisher: Wiley
Date Deposited: 30 Jul 2020 10:51
Last Modified: 30 Jul 2020 10:51
URI: https://researchonline.ljmu.ac.uk/id/eprint/13419

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