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Parenting Advantages of Emerging Market Multinationals (EMNCs) in Luxury Fashion Retailing

Bai, H, He, W, Shi, J, McColl, J and Moore, C (2021) Parenting Advantages of Emerging Market Multinationals (EMNCs) in Luxury Fashion Retailing. International Journal of Retail & Distribution Management. ISSN 0956-4233

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Abstract

From an international retailing perspective, this empirical study examines the parenting advantages offered by EMNCs in luxury fashion retail sector. Through the case study of the Shandong Ruyi Group, the qualitative data was collected through ten semi-structured interviews with senior managers from both parent group and subsidiary luxury fashion brands. It is a win-win situation for the EMNCs as parent groups of Western luxury fashion brands, as the EMNCs can access critical assets including advanced brand management expertise, retailing know-how, and the services skills needed for higher income consumers. Meanwhile, the subsidiary brands benefit from a high degree of autonomy, intra-group resource utilisation, a competitive brand portfolio, and most importantly economies of scales in the value chain, particularly in production. The perceived risks of EMNCs ownership include potentially restricted autonomy and the uncertainty over corporate development activities in the future, as well as the risks of diluting brand image caused by the inconsistency between country of origin and country of ownership.

Item Type: Article
Additional Information: Bai, H., He, W., Shi, J., McColl, J. and Moore, C. (2021), "Parenting advantages of emerging market multinationals (EMNCs) in luxury fashion retailing", International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJRDM-07-2020-0261
Uncontrolled Keywords: 1503 Business and Management, 1505 Marketing, 1506 Tourism
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Emerald
Date Deposited: 21 Jul 2021 08:53
Last Modified: 21 Jul 2021 09:00
DOI or Identification number: 10.1108/IJRDM-07-2020-0261
URI: https://researchonline.ljmu.ac.uk/id/eprint/15175

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