Motives behind retailers’ post-entry expansion - Evidence from the Chinese luxury fashion market

Huifeng Bai, Julie McColl and Christopher Moore

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: 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.

Keywords: Retailer internationalization; Post-entry expansion; Motives; Luxury fashion; Multiple channel strategies; China (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314089

DOI: 10.1016/j.jretconser.2020.102400

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