Abstract
Marks & Spencer is a global food & fashion retailer. The company is almost 120 years old and is regarded by several business scholars as the leader of contemporary management practices in the twentieth century. It was experiencing, perhaps, one of its most glorious periods during late 1990s when it was struck with the obstacle of globalization. The company seemed to be ill-prepared to tackle the challenges of international marketing but was still determined to correct the situation. The case investigates how the company can adapt to the new challenges and how to manage its business in China.
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Ahmed, U. (2016). Marks & Spencer: A Global Expansion to Acquire Lost Momentum?. In: Prange, C. (eds) Market Entry in China. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-29139-0_7
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DOI: https://doi.org/10.1007/978-3-319-29139-0_7
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