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  3. Katholieke Universiteit Leuven (KU Leuven)
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Class notes

Class notes 10 Managing internationalisation
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  • Managing Internationalisation
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  • Katholieke Universiteit Leuven (KU Leuven)

notities van de tiende les van managing internationalisation waarin zowel de powerpoint als uitleg tijdens de lessen aan bod komen alsook de besproken video case van deze les. notes from the 10th lesson of managing internationalisation covering both the powerpoint and explanations during the les...

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Document information

  • December 20, 2022
  • 12
  • 2022/2023
  • Class notes
  • F. de beule
  • All classes

Subjects

  • man int
  • handelswetenschappen
  • les 10
  • class 10
  • kul
  • f de beule
  • managing internationalisation

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  • Katholieke Universiteit Leuven (KU Leuven)
  • Handelswetenschappen Master
  • Managing Internationalisation
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Les 10: Market entry
VIDEO CASE: Kipling
Video was recorded with former global CEO and one of the founders, next week, the video will be
with the actual entrepreneur that started Kipling.

VRAAG 1: How local or global is the industry?
 Also look at regional headquarters

Global headquarters: Antwerp; founded in Sint-Niklaas
 Why say Antwerp? People who know something of fashion, know that Antwerp was up and
coming in the fashion industry.

Global brand: 1/3 in each continent

Headquarters: hong kong & new york

Autonomous management

Global
 Clothing is very global with not really a local part
o Seasons are also ‘going”, because it is staying warmer, so people only buy the
winter clothing in januari when it’s sales

Local
 Products are adapted locally, like collaborations with local designers or brands
 Local innovation: you sometimes see that products are invented locally, not in the
headquarters

VRAAG 2: What are the roles of a RHQ? How would you choose “Regional Headquarter” (RHQ)
location?

Location? E.g. NY, HK
 Fashionable cities (but not as famous as italy)
 Sales driven
 Ports: logistics
 International city  important
o Human capital: people want to live in good cities
 Customers
 Airport
o You sell backpacks and travel bags  want to sell to people who travel
o Easy access: when people come to visit, you want it to be easy reachable
 Hong Kong is one of the cheapest cities to buy stuff (shops and retail), despite the houses
etc. are very expensive there.

Roles of RHG?
 Marketing and sales
 Adeption
 Existing strategy en production
 Market development  try to do more!




Les 10 06/12/2022 Pagina 1 van 12

, VRAAG 3: How did Kipling enter Asia + China?
After few attempts in korea and japan, they looked at hong kong and signapore
 Hong kong  shop till you drop mentality AND hub for travelers.

Hong Kong: geographically: bridge to chinese market.  when they started

Department stores and standalone stores

China: partners were essential: complicated regulations
 Evolution with taking business back with not so good partners and looking for new partners

VF: used their network and headquarters in shanghai

How did they enter china?
 Department stores
 Owned stores
 Shopping malls
 Franchise store  “take some business back”  unhappy with some of the franchise store
and buy them out

VRAAG 4: Why would you choose own stores or franchising stores?
Very important but difficult question
 Example: Starbucks. Filip sent a mail 10 years ago (when there was no starbucks in belgium yet),
to open a franchise in belgium. Answer:
 There are other markets that are more interesting
 They only look for potential joint-venture partners and licencees
o They don’t do franchises
o They want co-investors  want people that have money, who can sign a joint-
venture agreement
(Zie volgende slide)

Different industries have different competitive requirements




Many relevant differences in industry  you need to tackle the way in which you enter certain
markets differently.
 Industries
 Products
 Functions (link to regional headquarters)



Les 10 06/12/2022 Pagina 2 van 12

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