The International Development Strategy of Les Enphants Roots in China Market

  • Huang, Shu-Tzu (Dept. of Management, National Kaohsiung First University of Science and Technology, Assistant Research Fellow, Commerce Development Research Institute) ;
  • Cho, Hsin-Ying (Dept. of Beauty Science, National Taichung University of Science and Technology) ;
  • Hsu, Yin-Chieh (Dept. of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, President, Commerce Development Research Institute)
  • Received : 2014.04.28
  • Accepted : 2014.06.23
  • Published : 2014.06.30


Facing a mature domestic market and the challenges of the global consumer market, retailers in Taiwan are in pursuit of international development strategies for increasing its market opportunities as one of its key growth strategies. In the global market, the Chinese market becomes Taiwan retailers' main international development milestone due to its similarity of language, culture and historical background with China. Therefore, this research uses case study method based on Eclectic paradigm (Dunning 1981) to explore the various advantages of a Taiwanese children's clothing retailer Les Enphants, which include ownership advantage, internalization advantage, and location advantage. These advantages in turn demonstrate rationales behind Les Enphants' internationalization necessity (Why to Go), selecting China as an expansion target (Where to Go), and management and operation strategies implemented in China (How to Go). Our study highlights a successful entry and expansion model of the Taiwanese children clothing retailer, and may have solid contribution to the practical application of internationalization strategy theory.



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