Marks & Spencer – : “Britain’s Leading Retailer: Quality and Value Worldwide”

Abstract

The Marks & Spencer case is concerned with the development of the UK’s leading retailer of food and fashion in international markets. Key issues in the process are: (1) the question of the choice of market entry strategies, what strategic routes are available to retail organizations in entering new markets and the extent of strategic fit between acquired companies and the UK business; (2) the development of a retailer brand as an international brand. Significant differences exist between the development of a retailer brand and that of the development of a manufacturer brand in international markets.

Citation

Whitehead, M. (1994), "Marks & Spencer – : “Britain’s Leading Retailer: Quality and Value Worldwide”", Management Decision, Vol. 32 No. 3, pp. 38-41. https://doi.org/10.1108/00251749410057384