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Title: An examination of foreign luxury fashion and accessories retailers' internationalisation strategies and post-entry expansion strategies in mainland China
Author: Bai, Huifeng
ISNI:       0000 0004 6422 1611
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2016
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The luxury retail market in mainland China is characterised by the operations of large scale retailers in a turbulent and dynamic environment. A significant feature of the Chinese luxury retailing sector is that almost all its leading players originate from foreign countries, and it is also notable that they are constantly expanding their operations into wider ranges of local markets. This study therefore seeks to examine the strategies of foreign luxury fashion and accessories retailers’ internationalisation and further expansion in mainland China. Within the context of the aim of this study, four research objectives and nine research propositions were developed and drawn from wider international business, marketing, management, branding and international retailing literature. The research was conducted through the use of a pragmatic two-stage mixed methods approach. The first research stage offered a macro perspective of the Chinese mainland luxury retail market and recognised some differences between these retailers in terms of retailing formats and ownership through a quantitative mail survey, and the second research stage built a detailed understanding of the actual strategies of foreign luxury fashion and accessories retailers’ further expansions within the Chinese mainland market through twelve in-depth executive interviews. This study identifies that the motives behind foreign luxury fashion and accessories retailers’ initial Chinese market entry and further expansion are predominantly proactive, and recognises a tendency of the methods used in further expansion towards wholly-owned strategies. The study also finds that foreign luxury fashion and accessories retailers usually use multiple criteria in evaluating local markets, and the main directions of their further expansion tend to be from East and South to West and North in mainland China. In parallel with the rapid growth of the Chinese mainland luxury retail market, the importance of Hong Kong as a gateway to mainland China has been reduced. The conclusion and main contribution of this study is to offer a number of models which consider foreign luxury fashion and accessories retailers’ motives, direction and methods in their further expansion, strategic management, and the features of their success in the Chinese mainland market.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available