Decathlon : international audacity and customer seduction /
Decathlon, a leading company in the sports market, has learned lessons from its international expansion since 1992, as the company opened department stores on the outskirts of European cities. Decathlon has achieved internationalization by adopting different modes of entry including alliances, partn...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2022.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Decathlon, a leading company in the sports market, has learned lessons from its international expansion since 1992, as the company opened department stores on the outskirts of European cities. Decathlon has achieved internationalization by adopting different modes of entry including alliances, partnerships, and greenfields. The company now distributes its products in 69 countries and has three business lines: sports product design, production, and online and in-store distribution. Fueled by a low-price strategy built on efficiency (standardization of raw materials, just-in-time lean processes) in the supply chain, Decathlon's growth, however, has not been without difficulties. |
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| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529790382 1529790387 |