This study identified types of online retail internationalization in the fast-fashion context and proposed driving factors of retailers' choices in online-based market entry following the logic of the Uppsala model and the eclectic theory. In particular, this study proposes three types of online-bas...
This study identified types of online retail internationalization in the fast-fashion context and proposed driving factors of retailers' choices in online-based market entry following the logic of the Uppsala model and the eclectic theory. In particular, this study proposes three types of online-based internationalization: 1) entering a host market with a physical store first, and then expanding with an online store, 2) entering a foreign market with an online store, then expanding to physical stores, and 3) entering only with an online business. In addition, this study investigated the causal factors, ownership-specific and location advantages, that influence the choice of the type of developmental process of online-based internationalization. To develop theoretical and managerial insights into the issue researched, this study employed a qualitative research design involving case studies of three European fast-fashion retailers, H&M, TOPSHOP, and ASOS. This study suggested that fast-fashion retailers that enter a host market with high ownership-specific advantages are likely to choose to enter the market with physical stores and then expand with online stores. On the other hand, when faced with uncertainties attributable to low ownership-specific or location advantages, fast-fashion retailers are likely to choose to enter with an online store first and then expand with physical stores as conditions change. Consequently, this study provides a better understanding for fast-fashion retailers who are willing to expand their businesses to foreign markets via online stores.
This study identified types of online retail internationalization in the fast-fashion context and proposed driving factors of retailers' choices in online-based market entry following the logic of the Uppsala model and the eclectic theory. In particular, this study proposes three types of online-based internationalization: 1) entering a host market with a physical store first, and then expanding with an online store, 2) entering a foreign market with an online store, then expanding to physical stores, and 3) entering only with an online business. In addition, this study investigated the causal factors, ownership-specific and location advantages, that influence the choice of the type of developmental process of online-based internationalization. To develop theoretical and managerial insights into the issue researched, this study employed a qualitative research design involving case studies of three European fast-fashion retailers, H&M, TOPSHOP, and ASOS. This study suggested that fast-fashion retailers that enter a host market with high ownership-specific advantages are likely to choose to enter the market with physical stores and then expand with online stores. On the other hand, when faced with uncertainties attributable to low ownership-specific or location advantages, fast-fashion retailers are likely to choose to enter with an online store first and then expand with physical stores as conditions change. Consequently, this study provides a better understanding for fast-fashion retailers who are willing to expand their businesses to foreign markets via online stores.
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문제 정의
This study also investigated the causal factors that influence the choice of the type of developmental process of online-based internationalization. Consequently, this study provides a better understanding for fast-fashion retailers who are willing to expand their businesses to foreign markets via online stores.
In particular, this study proposes three types of online-based internationalization:1) entering a host market with a physical store first, and then expanding with an online store, 2) entering a foreign market with an online store, then expanding to physical stores, and 3) entering only with an online business. This study also investigated the causal factors that influence the choice of the type of developmental process of online-based internationalization. Consequently, this study provides a better understanding for fast-fashion retailers who are willing to expand their businesses to foreign markets via online stores.
14). This study sought to identify different types of developmental processes of online-based internationalization and the determining factors in the choice among those types of the process. Thus, content analysis was the most appropriate method to analyze the qualitative data.
가설 설정
P1: Global fast-fashion retailers with high ownership specific advantages that enter a host country with high location advantages are likely to enter first with a physical, and then open an online store.
P2: Global fast-fashion retailers with low ownership-specific advantages that enter a host country with high location advantages are likely to open an online store first and then expand to physical stores.
P3: Global fast-fashion retailers with high ownership-specific advantages that enter a host market with low location advantages are likely to open an online store first and then expand to physical stores.
P4: Global fast-fashion retailers with low ownership-specific advantages that enter a host mar-ket with low location advantages are likely to open an online store only.
제안 방법
This study identified types of online retail inter-nationalization in the context of fast-fashion retailers and proposed driving factors of retailers’ choices to adopt online-based market entry.
Thus, this study proposes online-based internationalization in the fast-fashion retail context as an expansion stage, following the logic of the Uppsala model (Johanson & Vahlne, 1977, 2003) and the eclectic theory (Dunning, 1980).
To develop theoretical and managerial insights into the issue researched, this study employed a qualitative research design involving case studies of three European fast-fashion retailers, H&M, TOPSHOP, and ASOS.
대상 데이터
Because a multiple case study provides indepth understanding when the research’s purpose is to identify the patterns that link variables (Handfield & Melnyk, 1998), a multiple case study was appropriate for this study. The study also used secondary sources, such as annual reports, press releases, and information from official websites (e.g., https://about. hm.com/en.html; http://www.asosplc.com; http://topshop. com).
This study considered only three European apparel retailers. In future research, it would be valuable to investigate more cases of apparel retailers, including the internationalization process of small-sized online retailers.
이론/모형
To identify the causal factors in global retailers’online-based internationalization across the three types of developmental processes justified above, this study applied the eclectic theory.
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