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The Body Shop; International Expansion
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This 20 page paper examines the process of internationalisation seen with the expansion of Anita Roddick's Body Shop. Starting out in 1976 as a single outlet this has grown to a chain of franchises across 49 countries. The paper looks a the way this has been achieved with the use of competitive advantages and the stages in the internationalisation process. The bibliography cites 16 sources.
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Pages:
20
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Filename:TS14_TEBSinter.rtf |
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Paper Title:
The Body Shop; International Expansion
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