Baleno: Expanding retail operations in China

S. T K Luk; Siok Ngoh Ivy Chen

doi:10.1142/S0218927509001170

Baleno: Expanding retail operations in China

S. T K Luk, Siok Ngoh Ivy Chen

Research output: Journal article publication › Journal article › Academic research › peer-review

Abstract

Fuelled by impressive economic growth in recent years, consumers' demand for clothing in China had been increasing. Expenditure on clothing of urban households rose from 374.19 billion yuan in 2004 to 509.29 billion yuan in 2006 (an increase of 36.1%), and for rural households, this increased from 91.66 billion yuan to 118.36 billion yuan (an increase of 29.1%). Baleno, a casual wear retailer, had used mainly franchising to expand its retail network. This method allowed for rapid expansion but controlling franchisees in China could be problematic. Opening directly managed stores, on the other hand, required more capital. Baleno needed to decide how it should keep up with the growth in demand and with the expansion of its competitors.

Original language	English
Pages (from-to)	1-27
Number of pages	27
Journal	Asian Case Research Journal
Volume	13
Issue number	1
DOIs	https://doi.org/10.1142/S0218927509001170
Publication status	Published - 3 Sept 2009

Keywords

Expansion modes
Fashion retail
Franchising
Market segmentation

ASJC Scopus subject areas

General Business,Management and Accounting

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

More information

10.1142/S0218927509001170

Cite this

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Baleno: Expanding retail operations in China

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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