Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


An Examination of Parenting Advantages of Emerging Market Multinationals in Luxury Fashion Retailing
(A2021-92876)

Published: May 25, 2021

AUTHORS

Huifeng Bai, Liverpool John Moores University; Julie McColl, Glasgow Caledonian University; Christopher Moore, New College Lanarkshire; Weijing He, University of Jinan, China; Jin Shi, Saitama University, Japan

ABSTRACT

From an international retailing perspective, this empirical study examines the parenting advantages offered by EMNCs in luxury fashion retail sector. Through a case study of Shandong Ruyi Group, the qualitative data was collected via ten semi-structured executive interviews. It is a win-win situation for the EMNCs of being parent groups of Western luxury fashion retailers. The EMNCs can access critical assets including advanced brand management expertise, retailing know-how, and the services skills for higher income consumers. The subsidiary retailers benefit from a high degree of autonomy, intra-group resource utilization, a competitive brand portfolio, and most importantly economies of scales in the value chain, particularly in production. The perceived risks of EMNCs ownership include potentially restricted autonomy and the uncertainty over corporate development activities in the future, as well as the risks of diluting brand image caused by the inconsistency between country of origin and country of ownership.