TY - JOUR
T1 - Motives behind retailers’ post-entry expansion - Evidence from the Chinese luxury fashion market
AU - Bai, Huifeng
AU - McColl, Julie
AU - Moore, Christopher
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2021/3
Y1 - 2021/3
N2 - 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.
AB - 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.
KW - China
KW - Luxury fashion
KW - Motives
KW - Multiple channel strategies
KW - Post-entry expansion
KW - Retailer internationalization
UR - http://www.scopus.com/inward/record.url?scp=85097058011&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2020.102400
DO - 10.1016/j.jretconser.2020.102400
M3 - Article
AN - SCOPUS:85097058011
SN - 0969-6989
VL - 59
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102400
ER -