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Foreign Market Entry
C/B/2124. Entry of Marks and Spencer to Portugal Market
- WORDS:
- 1650
- DATE:
- 2010
- PRICE:
- 19.99 GBP
The paper looks at the internationalisation strategy of Marks and Spencer (M&S) considering their expansion to Portugal. The features of the Portuguese retailing market are described including its socio-cultural characteristics. The strategy of M&S in Portugal is analysed looking at their approach towards standardisation/adaptation, considering their prospective market position and suggesting the mode of entry.
KEYWORDS: Marks and Spencer, M&S, Portugal, internationalisation, market entry, franchise,
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