DIXONS AND LAURA ASHLEY: DIFFERENT ROUTES TO INTERNATIONAL GROWTH

The continued poor performance of many retailers trading internationally suggests that effectively managing international operations continues to be a source of great difficulty. This paper presents short case studies of the ways in which two leading UK retailers – Dixons and Laura Ashley – have, by very different mechanisms, expanded their businesses outside the UK. For both companies, a review of their motivations for and philosophies on trading internationally is followed by some observations on the management of their international operations. Both companies have recently restructured their management in an effort to move away from a “multi‐domestic” management style and towards a more integrated “transitional” approach.