Strategic marketing in the international luxury watch market

Academic Paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Kenyatta University, course: International marketing, language: English, abstract: Technological advancements and changes in the economic environment have had significant influence on the retail industry. These factors have directly impacted on the vitality and viability of most high streets shops while the emergence of e-commerce resulted in closures of some stores and unemployment. However, many retailers adapted to the changes in the business environment leading to even more superior business outcomes than before. For instance, technology has helped retailers to enhance effectiveness of decision making, efficiency of operations, vitality, viability and sustainability of retail strategies. Ashworth (2012) framework of six stages of organisational development helps to understand how a retailer adapted its operations to gain sustainable edge in the contemporary market environment. Based on the case of various retailers, this essay explores the application of Ashworth framework in explaining organization development in the retail industry.