This article aims to examine internationalization strategies of emerging market multinationals (EMNCs) in luxury fashion retailing via their motives, direction, and entry modes. Through the case study of the Shandong Ruyi Group, data were collected using 10 in‐depth executive interviews between 2018 and 2019. The research finds that the internationalization of EMNCs in luxury fashion retailing is predominantly motivated by proactive factors, including the vision to develop to a global luxury fashion conglomerate, and the ambition to control the whole value chain from sourcing, to manufacturing and retailing. The international expansion direction in terms of production is strategic and driven by resource availability and production capability, and in terms of distribution was opportunist but is increasingly strategic. High cost entry modes are preferred, including internal organic growth, external expansion strategies such as mergers and acquisitions, and strategic alliances with a majority of equity, because of the high degree of control.

中文翻译：

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奢侈品零售中新兴市场跨国公司的国际化战略-以山东如意集团为例

本文旨在通过其动机，方向和进入模式，研究新兴市场跨国公司（EMNC）在奢侈时装零售中的国际化策略。通过山东如意集团的案例研究，在2018年至2019年期间使用10次深入的高管访谈收集了数据。研究发现，新兴市场跨国公司在国际时尚零售中的国际化主要是由积极因素驱动的，包括发展愿景。全球奢侈品时尚集团，以及控制从采购到制造和零售的整个价值链的雄心。在生产方面的国际扩张方向是战略性的，并受到资源可用性和生产能力的驱动，而在分销方面则是机会主义的，但越来越具有战略性。