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Motives behind Retailers’ Post-Entry Expansion

Bai, H, McColl, J and Moore, C (2020) Motives behind Retailers’ Post-Entry Expansion. Journal of Retailing and Consumer Services, 59. ISSN 0969-6989

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This study aims to examine the motives behind retailers’ post-entry expansion in foreign markets. Through case studies of eleven participating luxury fashion retailers in China, qualitative data was collected from twenty-two executive interviews. Although their initial market entry was driven by both reactive (push) and proactive (pull) factors, the motives behind their post-entry expansion have become predominantly proactive, especially long-term growth strategies, the ambition to extend their brands and retail formats to more cities, and the experiences gained in entry markets. The desire to optimize the retail store portfolio through multiple channel strategies have slowed down the expansions of physical stores.

Item Type: Article
Uncontrolled Keywords: 1503 Business and Management, 1505 Marketing, 1506 Tourism
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (from Sep 19)
Publisher: Elsevier
Date Deposited: 18 Nov 2020 09:55
Last Modified: 27 May 2022 00:50
DOI or ID number: 10.1016/j.jretconser.2020.102400
URI: https://researchonline.ljmu.ac.uk/id/eprint/14026
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