TY  - JOUR
AB  - 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.
VL  - 8
IS  - 4
SN  - 1361-2026
DO  - 10.1108/13612020410559984
UR  - https://doi.org/10.1108/13612020410559984
AU  - Vrontis Demetris
AU  - Vronti Peri
PY  - 2004
Y1  - 2004/01/01
TI  - Levi Strauss: an international marketing investigation
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 389
EP  - 398
Y2  - 2024/04/25
ER  -