Beyond the Border: Yellow Goes International-Reference-Cited by-同舟云学术

Beyond the Border: Yellow Goes International

Published:2016-08-19 Issue:5 Volume:17 Page:1094-1106
ISSN:0972-1509
Container-title:Global Business Review
language:en
Short-container-title:Global Business Review

Author:

Ahmed Jashim Uddin¹,Rifat Afrin²,Nisha Nabila³,Manirujjaman Md⁴,Shrensky Ruth⁵

Affiliation:

1. Professor, Department of Management, School of Business & Economics, North South University, Bashundhara, Dhaka, Bangladesh.

2. Lecturer, Department of Accounting and Finance, School of Business & Economics, North South University, Bashundhara, Dhaka, Bangladesh.

3. Senior Lecturer, Department of Accounting and Finance, School of Business & Economics, North South University, Bashundhara, Dhaka, Bangladesh.

4. PhD Scholar, Deakin University, Burwood Highway, Burwood, Victoria, Australia.

5. Director, Communication Research Institute, Park Street, Fitzroy North, Melbourne, Australia.

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.

Publisher

SAGE Publications

Subject

Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/0972150916656666

Reference48 articles.

1. Do Brand Extensions Affect Consumer Attitude: An Empirical Experience-With Reference To Pakistani Consumers

2. Sadakalo: Marketing of Traditional Fashion in the Modern Fashion Industry

3. The Internationalisation Process in Retailing

4. Competitiveness of Indian Apparel Export Firms: An Analysis of Select Delhi-based Firms

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