Marks & Spencer plc: Investigating, Analysing, and Evaluating its Marketing Approach in International Markets—Adaptation, Standardisation, or AdaptStandation?

D. Vrontis; P. Vronti

doi:10.1080/00405000008659525

Marks & Spencer plc: Investigating, Analysing, and Evaluating its Marketing Approach in International Markets—Adaptation, Standardisation, or AdaptStandation?

Research output: Contribution to journal › Article › peer-review

Abstract

This study analyses the strategic and tactical approach of Marks&Spencer plc in international markets. It focuses on the product element of the marketing mix (clothing) and aims to analyse and evaluate the company's international approach in terms of adaptation and standardisation. In the light of the analysis, this research provides recommendations for the future.

Original language	English
Pages (from-to)	29-34
Number of pages	6
Journal	Journal of the Textile Institute
Volume	91
Issue number	1
DOIs	https://doi.org/10.1080/00405000008659525
Publication status	Published - 2000

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10.1080/00405000008659525

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title = "Marks & Spencer plc: Investigating, Analysing, and Evaluating its Marketing Approach in International Markets—Adaptation, Standardisation, or AdaptStandation?",

abstract = "This study analyses the strategic and tactical approach of Marks&Spencer plc in international markets. It focuses on the product element of the marketing mix (clothing) and aims to analyse and evaluate the company's international approach in terms of adaptation and standardisation. In the light of the analysis, this research provides recommendations for the future.",

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AB - This study analyses the strategic and tactical approach of Marks&Spencer plc in international markets. It focuses on the product element of the marketing mix (clothing) and aims to analyse and evaluate the company's international approach in terms of adaptation and standardisation. In the light of the analysis, this research provides recommendations for the future.

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Marks & Spencer plc: Investigating, Analysing, and Evaluating its Marketing Approach in International Markets—Adaptation, Standardisation, or AdaptStandation?

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