Purpose – The main purposes of this paper are to perform a micro‐ and macro‐dimensional analysis, and to apply the theory of eclectic firm to understand the investment dimension in the apparel retail environment in India. Design/methodology/approach – A micro and micro analysis of the retail industry in India was conducted. Eclectic firm theory was then applied to the analysis to understand the apparel retail environment in India. Findings – The key findings of the study are that foreign retailers looking to successfully capitalize on India's impressive growth need to understand several driving attributes such as strong and distinct culture, population distribution, and local conditions, and risks that are indeed unique to India. Originality/value – This report makes a contribution towards a comprehensive understanding of the Indian apparel retail market. It is desirable for foreign retailers to acquire such knowledge in order to devise suitable strategies to enter and compete in the Indian marketplace. In addition, this study provides researchers to undertake more in‐depth analysis of the market to explore the different facets of the attractive yet complex Indian environment.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Jul 18, 2008
Keywords: India; Retailing; Clothing
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