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Challenges in International Joint Venture of Clothing Retail Industry : Marks & Spencer in Taiwan

When deciding to internationalize, companies face the need to develop a foreign market strategy and a foreign market expansion strategy especially when the foreign country has very different culture from home country. Most research of company process of internationalization nevertheless is based on entry mode and mostly successful businesses.
Here, the failure of joint venture between Marks and Spencer (M&S), one of the biggest of British Retail Company and Uni-President Corporation, the biggest food and drink enterprise in Taiwan is examined. Its recent large-scale withdrawal from such activity is also measured to some extend of theories about internationalization and marketing failure. The qualitative method and a case study were carried out. In addition, in-depth interviews with Uni-President representative, M&S Visual Display Manager and two groups of M&S customers and non M&S customers are the primary resources of data. The research suggested the joint venture between the two companies created many problems due to two extremely different cultures and lack of understanding of the local market. M&S marketing strategy did not draw Taiwanese consumers¡¦ interest. The products and stores are not attractive or follow the fashion trend. The promotion also did not appeal the consumers. The complexities of Taiwanese consumers¡¦ perspective toward M&S brand and country-of-origin, cultural differences and the potential reasons of M&S exited Taiwan are as well emphasized.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0619110-111150
Date19 June 2010
CreatorsSantosa, Budianto
ContributorsMin-Hsin Huang, Shih-Ping Kevin Huang, Chun-Tuan Chang
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageEnglish
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619110-111150
Rightsnot_available, Copyright information available at source archive

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