The international expansion of a multinational company : A Case Study of H

Abstract:

As a retailer, H&M does not follow the standard pattern of

establishment chain presented in the Uppsala model. Its establishment

chain is composed of three stages: franchising, wholly owned sales

subsidiaries and production offices. The company has developed

strong macro-position within the clothes industry network and strong

bonds with its external suppliers. The expansion decisions of H&M

have been influenced by the factors included in the psychic distance

concept.