Managing across borders: A Case Study of Burberry's Expansion in the Asian Market

This report examines the challenges and strategies employed by Burberry Group PLC, a British luxury fashion house, during its expansion into the Asian market. It analyzes the complexities of the Asian market, including diverse consumer demands, cultural nuances, and competitive pressures. The report explores Burberry's internationalization process, highlighting its successes and failures, and discusses the key strategies it implemented to overcome obstacles and establish a strong presence in the region. The report also delves into the impact of political, economic, social, and technological factors on Burberry's operations in Asia, providing insights into the challenges and opportunities associated with managing business across borders.