IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-319-29139-0_10.html
   My bibliography  Save this book chapter

Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes

In: Market Entry in China

Author

Listed:
  • Klaus Heine

    (EMLYON Business School)

  • Katharina Kübrich

    (Berlin Institute of Technology)

  • Jaihak Chung

    (Sogang University)

Abstract

Gieves & Hawkes (G&H), a time-honored British bespoke gentleman’s tailor expanded to China, which was a turning point in their history—not because it did not work out, but because they were by far more successful than expected. As a market entrance strategy they decided to work with a Chinese distributor. They selected the Hong Kong-based company Trinity Limited, who introduced the brand to the Mainland in 2006. In 2012 Trinity operated already operated 100 G&H boutiques in China. However, it remains open in how far their growth objectives are compatible with the changing consumer preferences. A central question for G&H is: How can they manage the trade-off between growth and exclusivity to ensure a successful development of their brand in China and beyond?

Suggested Citation

  • Klaus Heine & Katharina Kübrich & Jaihak Chung, 2016. "Take the Opportunity to Pilfer a Goat: Lessons from Gieves & Hawkes," Management for Professionals, in: Christiane Prange (ed.), Market Entry in China, pages 107-120, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-29139-0_10
    DOI: 10.1007/978-3-319-29139-0_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-319-29139-0_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.