International Positioning: Japanese Department Stores in Hong Kong
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.
Keywords
Citation
McGoldrick, P.J. and Ho, S.S.L. (1992), "International Positioning: Japanese Department Stores in Hong Kong", European Journal of Marketing, Vol. 26 No. 8/9, pp. 61-73. https://doi.org/10.1108/EUM0000000000645
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited