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Levi Strauss: an international marketing investigation

Demetris Vrontis (Head of Marketing Department, School of Business, Intercollege, Nicosia, Cyprus)
Peri Vronti (Faculty of Food, Clothing and Hospitality Management, Department of Clothing Design and Technology, Manchester Metropolitan University, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 December 2004



In their consistent search for growth opportunities, firms are increasingly recognising the benefits of becoming multinationals and expanding internationally. This case study outlines a theoretical exegesis of global standardisation and international adaptation. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mix and strategy are examined in relation to the above approaches along with the consideration of the various factors, which suggests a particular marketing mix approach. Finally, the feasibility of an overall marketing strategy will be assessed with the assistance of the appropriate theoretical models. In facilitating the comprehension of the above task, Levi's the fashion clothing retailer and their jeans' subdivision is utilised to exemplify all the issues outlined.



Vrontis, D. and Vronti, P. (2004), "Levi Strauss: an international marketing investigation", Journal of Fashion Marketing and Management, Vol. 8 No. 4, pp. 389-398.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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