Track

INT

Presentation Type

Event

Description

Today, luxury brands are everywhere, and are dominantly distributed in global markets. With the increase of international operation of luxury brands, the luxury market has grown on average by 7% per year during the last four years (Burberry, 2010). While the internationalization of the luxury market is increasing, very limited information is known about how and why luxury brand companies choose an international market to enter. Among several factors, economy and cultural differences are important dimensions of international market entry. The purpose of this study is to identify factors related to luxury brands’ international market selection decision.

Share

COinS
 
Jan 1st, 12:00 AM

Identifying Factors Related to Luxury Brands’ International Market Selection

Today, luxury brands are everywhere, and are dominantly distributed in global markets. With the increase of international operation of luxury brands, the luxury market has grown on average by 7% per year during the last four years (Burberry, 2010). While the internationalization of the luxury market is increasing, very limited information is known about how and why luxury brand companies choose an international market to enter. Among several factors, economy and cultural differences are important dimensions of international market entry. The purpose of this study is to identify factors related to luxury brands’ international market selection decision.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.