Beyond the Border: Yellow Goes International. (October 2016)
- Record Type:
- Journal Article
- Title:
- Beyond the Border: Yellow Goes International. (October 2016)
- Main Title:
- Beyond the Border: Yellow Goes International
- Authors:
- Ahmed, Jashim Uddin
Rifat, Afrin
Nisha, Nabila
Manirujjaman, Md
Shrensky, Ruth - Abstract:
- This article reports a case study on the Bangladeshi leading fashion brand Yellow. The study investigated Yellow's international marketing process, following the brand's journey from Bangladesh to Pakistan and South Korea. Conducting desk research and interviewing corporate personnel from Yellow, this case study obtained in-depth information and broader understanding about the internationalization of Yellow. The article investigated Yellow's reasons for going international, how it chose its international markets and market segments and the challenges Yellow faced on its journey. The article is divided two parts: the first part discusses Yellow's local expansion and the second part discusses Yellow's internationalization.
- Is Part Of:
- Global business review. Volume 17:Number 5(2016)
- Journal:
- Global business review
- Issue:
- Volume 17:Number 5(2016)
- Issue Display:
- Volume 17, Issue 5 (2016)
- Year:
- 2016
- Volume:
- 17
- Issue:
- 5
- Issue Sort Value:
- 2016-0017-0005-0000
- Page Start:
- 1094
- Page End:
- 1106
- Publication Date:
- 2016-10
- Subjects:
- Bangladesh -- fashion -- international -- Beximco Textiles Ltd -- retailing -- Yellow -- apparel -- RMG
Economic history -- 1990- -- Periodicals
Industrial management -- Periodicals
Business -- Periodicals
Commerce -- Periodicals
650.05 - Journal URLs:
- http://gbr.sagepub.com/ ↗
http://www.uk.sagepub.com ↗ - DOI:
- 10.1177/0972150916656666 ↗
- Languages:
- English
- ISSNs:
- 0972-1509
- Deposit Type:
- Legaldeposit
- View Content:
- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - BLDSS-3PM
British Library HMNTS - ELD Digital store - Ingest File:
- 7846.xml