Danish fashion retail and globalization
Author
Melinte, Andrei-Catalin
Term
4. Term
Publication year
2014
Submitted on
2014-08-14
Abstract
This thesis examines how economic globalization shapes the strategies of Danish fashion retailers, using IC Companys A/S as a case study. It asks whether selected internationalization theories can serve as a practical guide to expansion by answering the five Ws (who, what, where, when, why), and what challenges globalization poses to Denmark’s fashion retail sector. Employing a systems-oriented approach, the study reviews key globalization debates and draws on the Uppsala internationalization model, entry mode choices (export, partnerships, and foreign direct investment), and Dunning’s eclectic OLI framework. The research design combines an industry overview (macroeconomic indicators, apparel and footwear market trends, competitive dynamics) with a firm-level analysis of IC Companys’ strategy, competitive position, and international exposure to test the applicability of these theories. The aim is to link theory and practice for Danish fashion multinationals operating in rapidly changing markets. The provided excerpt covers the research questions, design, and theoretical foundation; empirical findings and conclusions are not included in these pages.
Specialet undersøger, hvordan økonomisk globalisering påvirker danske modeforhandleres strategi, med IC Companys A/S som case. Det søger at afklare, om udvalgte internationaliseringsteorier kan fungere som praktisk vejledning til ekspansion ved at besvare de fem hv-spørgsmål (hvem, hvad, hvor, hvornår, hvorfor), og hvilke udfordringer globaliseringen medfører for den danske modehandelsbranche. Undersøgelsen anvender en systemorienteret tilgang, gennemgår centrale globaliseringsdebatter og bygger på Uppsala-modellen, litteratur om valg af indtrængningsformer (eksport, partnerskaber og direkte investeringer) samt Dunnings eklektiske OLI-ramme. Designet kombinerer en branchegennemgang (makroøkonomiske indikatorer, tendenser i beklædnings- og fodtøjsmarkedet, konkurrenceforhold) med virksomhedsanalyse af IC Companys’ strategi, konkurrenceposition og internationale eksponering for at afprøve teoriers anvendelighed i praksis. Formålet er at koble teori og praksis for danske modemultinationale i hurtigt skiftende markeder. Det medfølgende uddrag dækker problemformulering, design og teori; empiriske resultater og konklusioner fremgår ikke af de viste sider.
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