assignmentcafe.com – . Why did Burberry initially choose a licensing strategy to expand its presence in Japan?/2022

assignmentcafe.com –

. Read the Management Focus “Burberry Shifts Its Entry Strategy in

 

Japan” and then answer the following questions:

 

a. Why did Burberry initially choose a licensing strategy to expand its

 

presence in Japan?

 

b. What limitations of licensing became apparent over time? Should

 

Burberry have expected these drawbacks to arise?

 

c. Was terminating the Japanese licensing agreement and opening wholly

 

owned stores the correct strategy for Burberry? What are the risks

 

here?