Search results

The luxury brands sales in emerging markets will see rapid growth. When entering the emerging markets, luxury fashion brands always find it challenging to balance adaption with local consumer culture and standardization to maintain their global brand image. The present study attempts to examine this intriguing issue of adaptation and standardization and many other challenges for luxury brands in the emerging market by focusing on China’s luxury market. A case study on China is conducted, which consisted of reviewing academic literature and consulting trade reports, examining over 50 luxury brands’ Chinese websites, reading newspaper articles, conducting field trips to luxury retail outlets, and studying luxury brands’ advertisements in major Chinese fashion magazines. We identified five intriguing market characteristics that must be taken into account in order to succeed in this market. Specifically, we found that to perform well in China’s luxury market, luxury brands should have a good understanding of the conflicting Chinese social cultural sentiments toward luxury consumption. Luxury brands should seek a balance between standardization and adaptation and appeal to both consumers’ converging needs and their desire for products that embrace local elements. Further, given the unique consumer characteristics, luxury brands should better serve the young and economically diverse consumer base in China.

In examining the issues relating to global marketing strategy, scholars have primarily focused on marketing opportunities in the developed world. Recently, rapid rates of growth in emerging market countries have resulted in a growing interest in the market potential of these countries. Developing a global marketing strategy to target these diverse types of markets suggests the need to develop divergent strategies for different types of markets rather than focusing on integrating strategies across markets. To date, however, little is known about how to achieve this effectively. This paper briefly reviews past approaches to these issues and then indicates critical topics for future research.

In the academic field of business management, several potential theories were established during the last decades to explain companies' decisions, organizational behavior, consumer patterns, and internationalization, among others. As a result, businesses and scholars were able to analyze and decide based on theoretical approaches to explain the current conditions of the market. Secondary research was conducted to collect more than 36 management theories. This chapter aims to develop the most famous theories related to business applied in the international field. The novelty of this chapter relies on the compilation of recognized previous research studies from the academic literature and evidence in international business.

The essential investments in new product development (NPD) made by industrial companies entail effective management of NPD activities. In this context, performance measurement is one of the means that can be employed in the pursuit of effectiveness.

To identify points of similarity and differences of emphasis between internalisation theory and global value chain (GVC) theory and to highlight how the latter’s particular approach is useful in analysing the impact of private sustainability standards.

Review of some key texts and reviews of internalisation theory combined with author’s reflections on GVC theory based on his contributions to its development.

GVC theory shares much common ground with the internalisation theory of international business, but their different starting points lead to different strengths and weaknesses. Internalisation theory is strong on the logic of decisions by transnational companies to internalise or externalise their activities. GVC theory is strongest in its consideration of how and why companies manage externalised activities in different ways, and its theory of network governance focuses on how governance challenges change in response to market requirements, shifts in the break point between enterprises, the role of codification in simplifying governance and the control of activities across multiple links in value chains. These factors explain how private and public–private standards in the field of sustainability are both a response to new external demands on value chains and, simultaneously, a means of reducing the complexity of governance challenges that such demands create.

Few attempts have been made to compare the two theories, and value chain theorists have not engaged with the international business literature. The chapter highlights the scope for a continuing and more systematic comparison of the two literatures.