Beyond the Border: Yellow Goes International

Jashim Uddin Ahmed, Afrin Rifat, Nabila Nisha, Md Manirujjaman and Ruth Shrensky

Global Business Review, 2016, vol. 17, issue 5, 1094-1106

Abstract: This article reports a case study on the Bangladeshi leading fashion brand Yellow. The study investigated Yellow’s international marketing process, following the brand’s journey from Bangladesh to Pakistan and South Korea. Conducting desk research and interviewing corporate personnel from Yellow, this case study obtained in-depth information and broader understanding about the internationalization of Yellow. The article investigated Yellow’s reasons for going international, how it chose its international markets and market segments and the challenges Yellow faced on its journey. The article is divided two parts: the first part discusses Yellow’s local expansion and the second part discusses Yellow’s internationalization.

Keywords: Bangladesh; fashion; international; Beximco Textiles Ltd; retailing; Yellow; apparel; RMG (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0972150916656666 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:17:y:2016:i:5:p:1094-1106

DOI: 10.1177/0972150916656666

Access Statistics for this article

More articles in Global Business Review from International Management Institute
Bibliographic data for series maintained by SAGE Publications ().