Branded retailer expansion on a continent-sized emerging market
Volume: 46, Issue: 9, Pages: 820 - 834
Published: Sep 10, 2018
Abstract
Purpose
The purpose of this paper is to identify patterns for the intra-market expansion of international branded retailers on a continent-sized emerging market using the network approach.
Design/methodology/approach
A multiple-case study design of four foreign branded retailers that have expanded onto regional markets in Brazil is used.
Findings
The intra-market expansion process shares similarities...
Paper Details
Title
Branded retailer expansion on a continent-sized emerging market
Published Date
Sep 10, 2018
Volume
46
Issue
9
Pages
820 - 834
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Notes
History