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.
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1992
Keywords: Department stores; Hong Kong; International trade; Market position; Research; Retail trade
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