Managing International Market Entry Strategy: The Case of Retailing Firms

Kannika Leelapanyalert, Pervez Ghauri

Research output: Chapter in Book/Report/Conference proceedingChapter

5 Citations (Scopus)


Numerous studies have focused on retailing firms and their activities in foreign markets; however, these have not been able to fully identify factors that influence the process of retail internationalisation. This paper examines the factors that influence the foreign market entry process in retailing firms and develops a conceptual model. The conceptual model is used to analyse two case studies. The case data were collected through in-depth interviews. N*Vivo was used to encode data and corroborate the analysis. The entry strategies of IKEA in China, and Marks & Spencer (M&S) in Hong Kong are examined. Firms planning to enter foreign markets would greatly benefit from our analysis. We provide insights into factors influencing the foreign market entry process and how firms can manage this process.

Original languageEnglish
Title of host publicationInternational Marketing Research
Subtitle of host publicationVolume 17
Number of pages23
ISBN (Electronic)9781849504584
ISBN (Print)9780762313693
Publication statusPublished - 27 Nov 2006

Publication series

NameAdvances in International Marketing
ISSN (Print)1474-7979

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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