BODEN: DIVERSIFYING OR INTERNATIONALISING A BRITISH FASHION BRAND. / O'Brien, Justin.

The Case Centre. 2015. 315-162-1.

Research output: Chapter in Book/Report/Conference proceedingChapter

Published

Abstract

This case uses publicly available data to consider the mail order fashion house Boden’s evaluation of whether to embark on a diversification or internationalisation strategy at the dawn of the internet age. Additionally it invites consideration of the Ansoff product-market matrix, market attractiveness evaluation and the exit strategy for a leader-as-brand business model. The case is suitable for both undergraduate and postgraduate management students likely to be following an internationally flavoured marketing, strategy or entrepreneurship module.
Original languageEnglish
Title of host publicationThe Case Centre
Number of pages9
Publication statusPublished - 2015

ID: 29235100