The Body Shop; International Expansion
Number of pages:
20
ABSTRACT:
This 20 page paper examines the process of internationalisation seen with the expansion of Anita Roddick's Body Shop. Starting out in 1976 as a single outlet this has grown to a chain of franchises across 49 countries. The paper looks a the way this has been achieved with the use of competitive advantages and the stages in the internationalisation process. The bibliography cites 16 sources.
FILE NAME:
File: TS14_TEBSinter.rtf
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