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- Title
Retailing in a Global Environment: A Case of Prague's Novy Smichov.
- Authors
Doty, Mary A.
- Abstract
The primary subject for this case is the interconnectedness of shopping center owners, retailers, and consumers in a global retailing setting. Secondary issues include customer segmentation, retail targeting, and evaluating market expansion opportunities. The case is appropriate for upper-level undergraduate students enrolled in retail management, consumer behavior or marketing strategy courses. It is designed to be taught in a class period or could be used as an individual or group paper assigned outside of class. The case has been tested in the classroom over two semesters. It is also used for assessment of BBA Marketing strategic learning objectives (grading rubric included).
- Subjects
RETAIL industry; CONSUMER behavior; GLOBALIZATION; COMMERCE; PSYCHOLOGY
- Publication
Journal of Marketing Perspectives, 2017, Vol 1, p32
- ISSN
2381-3148
- Publication type
Article