Identifying Factors Related to Luxury Brands’ International Market Selection
Today, luxury brands are everywhere, and are dominantly distributed in global markets. With the increase of international operation of luxury brands, the luxury market has grown on average by 7% per year during the last four years (Burberry, 2010). While the internationalization of the luxury market is increasing, very limited information is known about how and why luxury brand companies choose an international market to enter. Among several factors, economy and cultural differences are important dimensions of international market entry. The purpose of this study is to identify factors related to luxury brands’ international market selection decision.