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Beyond the Border: Yellow Goes International

Author

Listed:
  • Jashim Uddin Ahmed
  • Afrin Rifat
  • Nabila Nisha
  • Md Manirujjaman
  • Ruth Shrensky

Abstract

This article reports a case study on the Bangladeshi leading fashion brand Yellow. The study investigated Yellow’s international marketing process, following the brand’s journey from Bangladesh to Pakistan and South Korea. Conducting desk research and interviewing corporate personnel from Yellow, this case study obtained in-depth information and broader understanding about the internationalization of Yellow. The article investigated Yellow’s reasons for going international, how it chose its international markets and market segments and the challenges Yellow faced on its journey. The article is divided two parts: the first part discusses Yellow’s local expansion and the second part discusses Yellow’s internationalization.

Suggested Citation

  • Jashim Uddin Ahmed & Afrin Rifat & Nabila Nisha & Md Manirujjaman & Ruth Shrensky, 2016. "Beyond the Border: Yellow Goes International," Global Business Review, International Management Institute, vol. 17(5), pages 1094-1106, October.
    • Handle: RePEc:sae:globus:v:17:y:2016:i:5:p:1094-1106
    DOI: 10.1177/0972150916656666
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    References listed on IDEAS

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