National expansion of British regional brands: parallels with internationalisation
Abstract
While international and even national brand owners may be more concerned with tailoring their brands for local markets, local and regional brand owners are still keen to expand to national level. Examines the elements of the decisionāmaking process for brand owners expanding beyond their home region, and compares this process with the internationalisation of national brands. Case study research in five companies from the UK food and drink sector provides examples, and a checklist for decision making is proposed.
Keywords
Citation
Lewis, C. and Stubbs, S. (1999), "National expansion of British regional brands: parallels with internationalisation", Journal of Product & Brand Management, Vol. 8 No. 5, pp. 369-386. https://doi.org/10.1108/10610429910295948
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited