Can a Luxury Grocery Retailer Internationalise Without Diluting Its Brand Values? Fortnum & Mason and The Japanese Venture.
The dissertation outlines the process of Internationalisation undergone by Fortnum & Mason (F&M) in their venture into the Japanese market. The predominant issue is to ascertain whether in doing so their brand values were diluted through the establishment of a joint venture (JV) in order to...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/23582/ |