Louis Vuitton Mm3 Hes

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MM3 Assignment| September 18
2012
|
Sanne Albregtse 500638196 Reisa Sitohang 500546525 Chriz Elmendorp 500654826| 2TMA3|

Contents
Which of the three internationalization theories is best for explaining the company’s move to enter the Asian market? Why?3
Do you think the company of your choice can be considered as born global or not?4

Which of the three internationalization theories is best for explaining the company’s move to enter the Asian market? Why?

The Uppsala internationalization model fits best for explaining Louis Vuitton’s move to enter the Asian market. Initially Louis Vuitton company started by Vuitton in 1854 in Paris, France. It focused on innovative designs and on luxury items and branding. In 1885 it expanded its company to London, England. At this time Louis Vuitton focused mainly on low physic distance countries. After the death of Vuitton, his son George Vuitton took it upon him and took the first steps to internationalize the Louis Vuitton brand. After several international exhibitions Louis Vuitton superior luxury branding became well known over the globe. To counter-act the growing threats of replica’s and counterfeits, Louis Vuitton company started to patent and their custom signature of the LV logo’s came to existence. In 1913 opened domestically at the time the largest store in the world, in Champs Elysees, France. It further more expanded it stores to major capitals and cosmopolitan centers in the world such as New York, Bombay, Washington, London, Alexandria and Buenos Aires. These stores the physic distance was relatively low. It gained, through the gradual process of expansion a significant amount of experience and resources, which is in line with the Uppsala model. In 1920 the threat of counterfeit and 3rd party replication became a growing...
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