. Read the Management Focus “Burberry Shifts Its Entry Strategy in
Japan” and then answer the following questions:
a. Why did Burberry initially choose a licensing strategy to expand its
presence in Japan?
b. What limitations of licensing became apparent over time? Should
Burberry have expected these drawbacks to arise?
c. Was terminating the Japanese licensing agreement and opening wholly
owned stores the correct strategy for Burberry? What are the risks
here?
