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After Sunset
C/B/1642. Retail Firms and Internationalization: Case Study of After Sunset
- WORDS:
- 3000
- DATE:
- 2009
- PRICE:
- 39.99 GBP
The paper looks at the prospect for the retail company After Sunset to expand their business to global markets. Theoretical frameworks are reviewed to explain the basis of retail competitive advantage for the company. Implications of their internalization are analyzed along the lines of the retail marketing mix (4P) and brand management. Operational challenges confronted by retailers under globalization are discussed.
KEYWORDS: retail marketing, competitive advantage, internalisation, marketing mix, brand management, After Sunset,
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