Levi Strauss: an international marketing investigation

Levi Strauss: an international marketing investigation In their consistent search for growth opportunities, firms are increasingly recognising the benefits of becoming multinationals and expanding internationally. This case study outlines a theoretical exegesis of global standardisation and international adaptation. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mix and strategy are examined in relation to the above approaches along with the consideration of the various factors, which suggests a particular marketing mix approach. Finally, the feasibility of an overall marketing strategy will be assessed with the assistance of the appropriate theoretical models. In facilitating the comprehension of the above task, Levi's the fashion clothing retailer and their jeans' subdivision is utilised to exemplify all the issues outlined. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Levi Strauss: an international marketing investigation

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020410559984
Publisher site
See Article on Publisher Site

Abstract

In their consistent search for growth opportunities, firms are increasingly recognising the benefits of becoming multinationals and expanding internationally. This case study outlines a theoretical exegesis of global standardisation and international adaptation. The debate between these two concepts is explored and their respective benefits considered. Subsequently, the role of the marketing mix and strategy are examined in relation to the above approaches along with the consideration of the various factors, which suggests a particular marketing mix approach. Finally, the feasibility of an overall marketing strategy will be assessed with the assistance of the appropriate theoretical models. In facilitating the comprehension of the above task, Levi's the fashion clothing retailer and their jeans' subdivision is utilised to exemplify all the issues outlined.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Dec 1, 2004

Keywords: Marketing; Standardization; Marketing strategy; Clothing; Fashion

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