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International Strategy at Marks & Spencer
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A 5 page paper discussing the international strategy of this British retailer. The company has had difficulty in "going global." It has tried a variety of approaches in the past but appears to have had the greatest success with franchising. Marks & Spencer likely could have been more successful at international expansion without resorting to franchising had the company been more sensitive to local markets. Franchising is an acceptable route to building international competitive advantage, however, particularly as the number of franchised locations increase. McDonald's did quite well with the concept, and it is likely that Marks & Spencer will as well. Bibliography lists 10 sources.
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Pages:
5
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Filename:CC6_KSintlBizMrksSpen.rtf |
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Paper Title:
International Strategy at Marks & Spencer
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