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Volume 32, Issue 3
1 April 1994
Management Decision Cover Image for Volume 32, Issue 3
Editors
Carla CJM Millar;
Carla CJM Millar
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Matthew Gitsham
Matthew Gitsham
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Case Report| April 01 1994

A Case Study in Market Entry – Episode

Gaynor Lea‐Greenwood
teaches Fashion Marketing at the Manchester Metropolitan University, UK.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6070
Print ISSN: 0025-1747
© MCB UP Limited
1994
Management Decision (1994) 32 (3): 53–56.
https://doi.org/10.1108/00251749410057410

A study in the retail market entry strategy of a major UK manufacturer which highlights the difficulties of forward vertical integration,conflict with other retail customers, and heralds a complete restructuring of the company, as the joint venture in retailing takes time and capital to establish.

Keywords: Clothing industry, Episode, Gent S.R., Joint ventures, Market entry, Retailing, SRG, Strategy
© MCB UP Limited
1994
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