LOUIS VUITTON MALLETIER : A TRULY GLOBAL RETAILER

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  • ルイ・ヴィトン : 小売り業務の本格的世界展開
  • ルイ・ヴィトン--小売業務の本格的世界展開〔英文〕
  • ルイ ヴィトン コウリ ギョウム ノ ホンカクテキ セカイ テンカイ エイブン

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Abstract

The worldwide spatial expansion of a French luxury luggage company is described. It is a rare case among global retailers because expansion was achieved by eschewing franchising and relying exclusively on owned stores and majority-owned joint ventures. The expansion was conducted simultaneously l within three regions of continental size : Western Europe, the western Pacific Rim and the Americas. Within the regions, an outward diffusion, broadly coincident with decreasing per capita private consumption, can be seen.

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