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International Expansion of an Apparel Retailer - Hennes & Mauritz of Sweden

International Expansion of an Apparel Retailer - Hennes & Mauritz of Sweden Jg. 35 (1991) Heft I, S . 1-15 Frankfurt a.M. Risto Laulajainen, Gothenburg 1. Introduction Research on the international expansion (here, internationalization) of business has historically focused on manufacturing rather than retailing. The difference in emphasis seems to have geographical roots. The geographical reach of manufacturing plants is normally much longer than of retail stores. Perhaps this explains why the number of important production factors is considered larger in manufacturing than retailing and their geographical differences are found more crucial. Extensive literature reviews, conducted by CASSON (1987) and TAYLOR / THRIFT (1982), suggest, however, that most internationalization research, in both quarters, revolves around four fundamental although intertwined questions: ,,Why?', ,,Where?", ,,How?' and ,,When?". When research is further focused on aspects of strictly geographical interest, the first two questions are fundamental and the third question becomes subsidiary to the second one (LAULAJAINEN 1991 a). ,,How" is subsidiary, though, only in a geographical sense. It Covers the transferability of 1) the merchandizing concept and 2) the administrative System, among others the ownership of stores. The possibility to replace owned stores by joint ventures and franchises creates the link with the second question. The company becomes more flexible and more capable http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Zeitschrift für Wirtschaftsgeographie de Gruyter

International Expansion of an Apparel Retailer - Hennes & Mauritz of Sweden

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Publisher
de Gruyter
Copyright
Copyright © 1991 by the
ISSN
2365-7693
eISSN
2365-7693
DOI
10.1515/zfw.1991.0001
Publisher site
See Article on Publisher Site

Abstract

Jg. 35 (1991) Heft I, S . 1-15 Frankfurt a.M. Risto Laulajainen, Gothenburg 1. Introduction Research on the international expansion (here, internationalization) of business has historically focused on manufacturing rather than retailing. The difference in emphasis seems to have geographical roots. The geographical reach of manufacturing plants is normally much longer than of retail stores. Perhaps this explains why the number of important production factors is considered larger in manufacturing than retailing and their geographical differences are found more crucial. Extensive literature reviews, conducted by CASSON (1987) and TAYLOR / THRIFT (1982), suggest, however, that most internationalization research, in both quarters, revolves around four fundamental although intertwined questions: ,,Why?', ,,Where?", ,,How?' and ,,When?". When research is further focused on aspects of strictly geographical interest, the first two questions are fundamental and the third question becomes subsidiary to the second one (LAULAJAINEN 1991 a). ,,How" is subsidiary, though, only in a geographical sense. It Covers the transferability of 1) the merchandizing concept and 2) the administrative System, among others the ownership of stores. The possibility to replace owned stores by joint ventures and franchises creates the link with the second question. The company becomes more flexible and more capable

Journal

Zeitschrift für Wirtschaftsgeographie – de Gruyter

Published: Oct 1, 1991

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