Researching culturally diverse markets

Nigel Dolman and Yvonne Burr

Research (ORC) for Boots to guide decision whether to expand internationally by opening stores in Japan, Thailand, The Netherlands.

Researching culturally diverse markets

Research on international diversification provided Boots with the evidence it needed to make strategic global expansion decisions. Yvonne Burr, ORC International and Nigel Dolman, Boots The Chemists, reveal how

Yvonne Burr and Nigel Dolman

In 1996 Boots, the UK's largest pharmacy and drugstore chain, was considering opening stores overseas. The three countries it was reviewing exhibited very dissimilar characteristics in terms of overall level of economic development and the state of their retail sector:

  • Japan, which has a generally affluent population. But, despite the sophistication of...

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