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In apparel industry, as domestic markets become overstored and/or mature, retailers consider international market involvement as a strategy for growth. Retailers have been successful in expansions to some countries, but not in others. This paper analyzes and evaluates JC Penney’s positioning and retailing strategies in domestic market, international expansion strategies, and factors such as culture influences on its international expansion strategies. This study presents a prototype for other retailers to follow when looking inside and outside national borders for expansion opportunities.


This paper was presented at Decision Sciences Institute, 39th Annual Meeting, 22-25 November, 2008, Baltimore, Maryland. Copyright © 2008 the author. All rights reserved.