... to systematically evaluate the company's case to justify an entry mode decision for a specific foreign market. Originality/value This is the first paper to describe the integration of theories to help explain factors affecting fashion retailers' entry mode choice. Fashion industry Retailers Market entry...

...Carmen Lopez; Ying Fan Purpose Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from an international marketing perspective using Spanish fashion retailer Zara as a case study...