Abstract
The last 10 years has seen the rapid growth of internationalization by many North American, European, and Japanese retailers. Little research attention, however, has been given to the problems of "exporting" a retail image. The variety store retailer Marks & Spencer started its process of internationalization 25 years ago, now representing a valuable case study in market entry and international positioning. Based upon an intercountry study in France and the United Kingdom, the competitive positioning of Marks & Spencer, rival C & A, and a local competitor are compared in two different, national markets. Images are also compared with those recorded in an earlier study of Marks & Spencer and Japanese competitors in Hong Kong. A model is suggested of some of the determinants of international image and positioning, highlighting the additional importance of awareness and learning in such international contexts. © 1998 Elsevier Science Inc.
| Original language | English |
|---|---|
| Pages (from-to) | 189-196 |
| Number of pages | 7 |
| Journal | Journal of Business Research |
| Volume | 42 |
| Issue number | 2 |
| Publication status | Published - Jun 1998 |