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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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Bibliographic Details
Main Author:	Drew, F. H.
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/23582/

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