In chapters 14 and 15, Barney expands upon mergers as well
as the strategic benefits of international growth. In Lululemon’s recent 10-K, the company
discusses the importance of international markets to “gain access to new
customers for current products” (Barney 420).
However, the company focuses on syncing its competitive advantage with
its expansion strategies:
“We are focused on accelerating our international expansion.
During fiscal 2014 we opened corporate-owned stores for the first time in the
United Kingdom and Singapore and opened showrooms for the first time in China.
We will continue to utilize a community-based approach to building brand
awareness and guest loyalty in new countries but will look to do so over a
shorter period of time than previously, so that we can accelerate our
international growth.”
Lululemon Athletica Inc.
(2014). 10-K. Retrieved from http://www.bloomberg.com/research/stocks/financials/secfilings.asp?ticker=LULU
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