RETAILING IN EMERGING MARKETS

International expansion has been a priority for apparel retailers over the last few decades. Companies began their expansion by targeting countries that were most similar to their own, politically, economically, and culturally. As these markets have become more and more saturated, the focus is now shifting to emerging markets of Eastern Europe, Asia, the Middle East, and South America. Today's retailing students will be part of this expansion into emerging markets when they enter the workforce, and an understanding of the political, economic, and cultural factors that influence retailing in these markets will give them a competitive edge. Retailing in Emerging Markets provides an in-depth study of the retail landscape of eight emerging markets, including the organization of the apparel retail industry in each country, an analysis of consumer behavior, and strategies for entering the market effectively.