Abstract
The world-wide expansion of two specialist retailers is analysed. Looming market saturation at home is a potential and quantifiable trigger (‘Why?’). It is paralleled by strong entrepreneurial ambition and possibly the desire to pre-empt competitors (‘When?’). Centralized and standardized operations favour organic growth through owned stores (‘How?’). The process follows roughly decreasing cultural closeness (‘Where?’), to which the logistics function coupled with relative market size may cause aberrations. In unfamiliar and distant markets, franchising is used which calls for a separate and more random entry sequence.
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