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An Exploratory Discussion of a British Apparel Brand in Relation to New Markets: Developing Actionable Recommendations Based on Network, Relationship, and Collaboration Perspectives.

Le Thuy, L. and Oe, H., 2020. An Exploratory Discussion of a British Apparel Brand in Relation to New Markets: Developing Actionable Recommendations Based on Network, Relationship, and Collaboration Perspectives. Budapest International Research and Critics Institute (BIRCI-Journal) : Humanities and Social Sciences, 3 (3), 1660 - 1675.

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Official URL: http://www.bircu-journal.com/index.php/birci/artic...

DOI: 10.33258/birci.v3i3.1098

Abstract

Marks and Spencer (M&S) is a leading UK fashion retailer. However, the organisation is struggling to improve its domestic operation and to achieve its international objectives, most notably manifest through its withdrawal from China. Through conducting a critical analysis and an evaluation of the supply networks of M&S, the global apparel industry and the Chinese market, this discussion paper aims to propose a new set of strategies for M&S’s re-entry. Based on an analytical discussion, the following actionable recommendations are proposed for the company: (1) to seek suitable network partners in China, (2) to build sustainable relationships with relevant partners to build business strategies based on Chinese consumers’ perspectives and behaviour, and (3) to focus on a new value chain to enhance profitability and sustainability in the new market.

Item Type:Article
ISSN:2615-1715
Uncontrolled Keywords:British apparel ; entry strategies ; apparel market ; global network perspectives
Group:Faculty of Management
ID Code:34355
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:31 Jul 2020 08:29
Last Modified:31 Jul 2020 08:29

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