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Internalization Startegy,Conduct and Perfomance: The Case of Prada Group in China and Russia

Internalization Startegy,Conduct and Perfomance: The Case of...

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作者： Zonova Daria 浙江工商大学

学位级别：硕士

At present,internationalization is becoming an increasingly important and significant *** before have had the economies of different countries affected each other in this way: most of the companies are trying to expand their field of activity and go beyond the domestic market,mastering more extensive areas and following the trends of the constantly changing global *** paper will explore the process of expanding an international company,especially all the main steps and challenges associated with completing the internationalization process that any company entering the international market may face with the focus on the luxury segment of the fashion *** research aim of the thesis is defined as follows: to analyze the efficiency of traditional internationalization strategies and their applicability for high-fashion retailers with the help of empirical research and the case study of PRADA group international expansion into Chinese and Russian *** the help of theoretical material,the concept of internationalization,its main models,the tactics of their application and the motives of the company's entry into the international market were *** key elements of the internationalization strategy process were identified and in detail *** the review of the main internalization patterns specific for retailers in fashion industry,it became obvious that some traditional theoretical approaches are not quite suitable for this *** the end of the research useful considerations and suggestions about the theoretical framework of internalization process within the fashion context were introduced.

关键词： internalization strategy Uppsala model Born-Globals fashion retailers luxury fashion market e-coomerce

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