The Globalization Strategy and Performance of an Italian Franchise Optics Corporation: A Study of Luxottica

• 발행기관: 한국유통과학회
• 저자명: Hwa-Sook Na Sang-Youn Lee Woo-Kyoon Kam
• 간행물 정보: 『유통과학연구(JDS)』제13권 제5호, 33~44쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

Purpose – This study examined the Italian eyeglass industry and the status of the franchise market. Luxottica’s global growth strategy was analyzed to provide insight into the strategy and development of the Italian eyeglass industry and its franchise business. Research design, data, methodology – Luxottica’s annual report, public media material, and website were examined, in addition to data from professional institutions. For the domestic eyeglass industry and franchise business, data from professional organizations, franchise information disclosure documents of the Fair Trading Commission, media materials, and related papers were investigated. Results – The success factor turned out to be securing a global wholesaler with retailers in overseas markets. This successful strategy was based on the strong entrepreneurial spirit of the founder, innovative craftsmanship, and an excellent corporate culture including corporate social responsibility (CSR). Conclusions – Considering the current environment, for Luxottica to be a leading global company, it had to review and adopt a successful vertical integration strategy, from R&D to distribution, M&A of overseas wholesalers and retailers, creative design and technical development, and sustainable cultural development

목차

1. Introduction

2. Optical Industry and Franchise in Italy

3. The Domestic Eyeglasses Industry and the Franchised Optician’s

4. Global Growth Strategies and Success Factors of the Italian Eyeglasses Enterprise of Luxottica

5. Conclusion

References

키워드

Luxottica Globalization Strategy Franchise Optics Italian franchise Industry Vertical Integration