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ISSN : 1738-3110

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Vol.13 No.5
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The Globalization Strategy and Performance of an Italian Franchise Optics Corporation: A Study of Luxottica

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2015, v.13 no.5, pp.33-44
https://doi.org/https://doi.org/10.15722/jds.13.5.201505.33
Na, Hwa-Sook
Lee, Sang-Youn
Kam, Woo-Kyoon
Na,, H. , Lee,, S. , & Kam,, W. (2015). The Globalization Strategy and Performance of an Italian Franchise Optics Corporation: A Study of Luxottica. The Journal of Distribution Science, 13(5), 33-44, https://doi.org/https://doi.org/10.15722/jds.13.5.201505.33
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Abstract

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

keywords
Luxottica, Globalization Strategy, Franchise Optics, Italian franchise Industry, Vertical Integration

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