Tesco’s adaptation to the Irish market

Vignali, Claudio (2001) Tesco’s adaptation to the Irish market. British Food Journal, 103 (2). pp. 146-163. doi:10.1108/00070700110694852

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Examines the debate on internationalisation versus globalisation with specific reference to Tesco UK’s expansion into Ireland. First, Tesco UK and Tesco Ireland are introduced in their respective markets. Following this, an analysis of the relevant elements of the marketing mix is presented. The degree of consistency between the companies’ strategies and tactics is then examined with the help of the MIXMAP model. Finally, conclusions are drawn on the extent to which Tesco UK has had to adapt its marketing strategies to the sensitive Irish consumer

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Retail trade; Globalization; Supermarkets; Ireland
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 23 Nov 2015 13:52
Last Modified: 01 Aug 2023 12:24
URI: https://eprints.glos.ac.uk/id/eprint/2842

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