Ilonen, Laura; Wren, Jody; Gabrielsson, Mika; … - In: International Journal of Retail & Distribution Management 39 (2011) 6, pp. 414-433
Purpose – The purpose of this paper is to clarify the different roles and implications of a manufacturer's branded retail operations on its international strategy. The roles are analyzed through two dimensions, brand strength and the role of branded retail as a sales channel....
