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Module Title
Global Fashion Strategy

Strategy, Internationalisation, Retail Motives, Theoretical Models, Entry Mode, Processes

SCQF Points15
ECTS Points7.5
CreatedMarch 2013
ApprovedJuly 2015
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module


Corequisite Modules

None, in addition to SCQF 10 entry requirements or equivalent.

Precluded Modules


Aims of Module

To enable the student to evaluate motivation, methods and processes associated with a domestic retailer when entering into international retail markets, whilst taking into account strategic issues.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Identify and evaluate the strategic corporate issues within retailing and retailer internationalisation.
2. Appraise the range and scope of strategic development within the specific retail sector, in view of current trends.
3. Critically analyse retailer motivation for international market entry with consideration for the retailers domestic operation whilst defining the type of international retailer.
4. Critically evaluate strategic options undertaken by retailers and identify competitive advantage both domestically and internationally.

Indicative Module Content

This module extends prior learning and focuses on the reasons for retailer strategic analysis and its implications for retail internationalisation. Strategic development; mission, objectives, corporate, business and operational. Strategic corporate issues; current retail climate, competitive advantage, critical success factors, market position. Methods of strategic development; methods of entry and market appraisal: strategic and tactical choice : Organic, flagships, direct entry, joint venture, merger and acquisition, franchising, wholesaling and internet. Forms and process of international retailing. Internationalisation and its implementation in relation to strategy and the pattern of development. Models associated with retail internationalisation and its definition: including Hollander, Helfferich et al, Salmon and Tordjman, Treadgold, Alexander and Doherty, Hofstede, geography and culture. Retailer motives for market entry: push, pull and facilitating factors.

Indicative Student Workload

Contact Hours

Full Time

Directed Study

Student Centred Learning

Private Study

Assessment Presentation

Mode of Delivery

This is a lecture based course, supplemented by tutorials. Key concepts are reinforced through directed reading, student centred learning, tutorial discussion and independent research.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4

The coursework has two parts. a presentation and a report, both of which cover strategic issues, internationalisation and focus on competitive advantage for a retailer.

Indicative Bibliography

1.DAWSON, J., 2006. Strategic issues in international retailing. London: Routledge. ebook
2.ELSNER, S., 2017. Strategic retail management : Text and International Cases. 3rd ed. Springer. ebook.
3.JOHNSON, G., WHITTINGTON, R., SCHOLES, K., ANGWIN, D. and REGNER, P., 2014. Fundamentals of strategy. 4th ed. Harlow: Pearson. ebook
4.LYNCH, R., 2015. Strategic management. 7th ed. Harlow: Pearson. ebook
5.STERNQUIST, B., 2018. International retailing. 3rd ed. New York: Fairchild Publications.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781