Foreign Direct Investment

Foreign Direct Investment

Read the Closing Case: Burberry Shifts its Strategy in Japan of Chapter 8 and write a three-page paper, plus the title and reference pages, that includes an introduction and conclusion that answers the following:

Examine the history (Links to an external site.) of Burberry’s expansion into international markets starting in 1909 -2011.

Examine at least three of the lessons learned by CEO Ahrendts about the Burberry brand. https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand

Examine the problem that Burberry faced with it’s licensees. Determine how the problem impacted the brand?
Explain the forces that drove the British company Burberry to change its strategy for operating in Japan.
Analyze the changes in the Burberry licensing strategy and the impact of the changes on the company.
Examine the advantages and possible disadvantages associated with continuing Japanese operations.

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