Jin, Byoungho; Yong Park, Jin; Sang Ryu, Jay - In: Journal of Fashion Marketing and Management: An … 14 (2010) 1, pp. 180-194
Purpose – US apparel firms have been relatively slow exploring Chinese and Indian apparel markets, despite the countries' tremendous growth potentials. To help US apparel firms successfully enter these promising markets, this study aims to compare evaluative attributes that Chinese and Indian...