Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group

Bai, H, He, W, Shi, J, McColl, J and Moore, C (2020) Internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing – Case study of Shandong Ruyi Group. Thunderbird International Business Review, 63 (3). pp. 319-327. ISSN 0020-6652

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Abstract

This paper aims to examine internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing via their motives, direction, and entry modes. Through the case study of the Shandong Ruyi Group, data was collected using ten in-depth executive interviews between 2018-2019. The research finds that the internationalization of EMNCs in luxury fashion retailing is predominantly motivated by proactive factors, including the vision to develop to a global luxury fashion conglomerate, and the ambition to control the whole value chain from sourcing, to manufacturing and retailing. The international expansion direction in terms of production is strategic and driven by resource availability and production capability, and in terms of distribution was opportunist but is increasingly strategic. High cost entry modes are preferred, including internal organic growth, external expansion strategies such as mergers and acquisitions, and strategic alliances with a majority of equity, because of the high degree of control.

Item Type:	Article
Additional Information:	This is the peer reviewed version of the following article: Bai, H, He, W, Shi, J, McColl, J, Moore, C. Internationalization strategies of emerging market multinationals in luxury fashion retailing—Case study of Shandong Ruyi Group. Thunderbird Int. Bus. Rev. 2021; 63: 319– 327, which has been published in final form at https://doi.org/10.1002/tie.22181. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.
Uncontrolled Keywords:	1503 Business and Management
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Business and Management (from Sep 19)
Publisher:	Wiley
Date of acceptance:	28 July 2020
Date of first compliant Open Access:	26 October 2022
Date Deposited:	30 Jul 2020 10:51
Last Modified:	26 Oct 2022 00:50
DOI or ID number:	10.1002/tie.22181
URI:	https://ljmu-9.eprints-hosting.org/id/eprint/13419

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