Firms’Internationalisation Strategies: The Case of Zara and H&M
Abstract
Many factors can affect internationalisation strategies, such as geographic location in the target market, cultural differences between countries, and the strength of local competitors. This essay mainly compares the different internationalisation strategies of Zara and H & M influenced by geography, culture and new technology. These strategies not only enable the two multinational enterprises to enter the market of each country more efficiently, but also further influence the shopping mode and consumption concept of the consumers of each country.
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DOI: http://dx.doi.org/10.18686/mmf.v6i7.5769
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