The Internationalisation of fashion retailers: Zara vs. H&M Case of India

SENNAJI, Ghita / GS (2016) The Internationalisation of fashion retailers: Zara vs. H&M Case of India. [Dissertation (University of Nottingham only)]

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According to the impressive efforts done for the improvement of policies regarding Foreign Direct Investments, the globalization of markets, the necessity of adopting high-technological tools and the willingness to satisfy existing and potential customers, companies have become involved in a panoply of international business activities in order to expand their experience and presence in the world. For that, the purpose of this dissertation is to closely and carefully analyse three different sections enrolled in the international business: the internationalization processes adopted by companies, the factors determining their decision of selecting a market, the entry modes and marketing strategies implemented for the entry.

In this light, the two fast fashion retailers: Zara and H&M have been studied to highlight the main aspects of their expansion globally and enlighten the research questions of this dissertation by calling on the Indian

market. Thus, the case study approach has been adopted accompanied by a qualitative analysis of the secondary data gathered.

As outcomes of this research, both companies proved their use of incremental traditional phases while they were investing abroad but they were jumping over the low commitment entry modes as they prefer having the control of their own operations.

In the case of India, the fashion retailers demonstrated their aptitude to set up an affiliate and put a lot of effort s on the marketing strategies to deal with the new environment and the high competition. This latter allowed me to propose some recommendations for both companies for better performance and also determine the future perspectives of this laborious work.

Item Type: Dissertation (University of Nottingham only)
Depositing User: Sennaji, Ghita
Date Deposited: 13 Mar 2017 12:42
Last Modified: 19 Oct 2017 17:06

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