Lynn Childs, Michelle; Jin, Byoungho - In: Journal of Fashion Marketing and Management 18 (2014) 1, pp. 36-51
Purpose – Uppsala internationalisation theory is highly utilised due to its simplicity and applicability. However, there are contrasting results on its assumption that firms follow a gradual internationalisation process. Literature shows that firm strategies (e.g. targeting a niche market) and...