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About you´s expansion to Singapore: strategic plan
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| 2.47 MB | Adobe PDF |
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The following work project has as its main research question the possibility of
internationalizing the European online fashion retailer About You to the Asian market. This
Field Lab analyses the attractiveness of the online fashion industry and the opportunities in Asia
and identifies Singapore as the most attractive market for expansion. This research provides an
understanding of whether an expansion to Singapore is appealing to the brand and provides
recommendations on how to proceed in the areas of Marketing, Strategy, Operations, and
Finance.
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Palavras-chave
Fashion E-commerce Asia About you Singapore Internationalization