International Positioning: Japanese Department Stores in Hong Kong

International Positioning: Japanese Department Stores in Hong Kong The Hong Kong department store market offers an example of considerable success in repositioning by international retailers, most notably Japanese. Presents results from a comparative survey of the image and positioning of Mitsukoshi, Sogo and Marks & Spencer. Each of these has, in its own way, adapted its positioning successfully to the particular needs, preferences and opportunities within this market. Given the additional costs and risks associated with international expansion, it is clearly vital to use the available research tools to reduce uncertainties and increase understanding of each competitive context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

International Positioning: Japanese Department Stores in Hong Kong

European Journal of Marketing, Volume 26 (8/9): 13 – Aug 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © 1992 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000645
Publisher site
See Article on Publisher Site

Abstract

The Hong Kong department store market offers an example of considerable success in repositioning by international retailers, most notably Japanese. Presents results from a comparative survey of the image and positioning of Mitsukoshi, Sogo and Marks & Spencer. Each of these has, in its own way, adapted its positioning successfully to the particular needs, preferences and opportunities within this market. Given the additional costs and risks associated with international expansion, it is clearly vital to use the available research tools to reduce uncertainties and increase understanding of each competitive context.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1992

Keywords: Department stores; Hong Kong; International trade; Market position; Research; Retail trade

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