Zara, a Spanish clothing company, operates stores in over 70 countries. When entering markets very distant from its home markets, Zara rarely uses local alliance partners to help it negotiate the different cultural and regulatory environments.

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Zara, a Spanish clothing company, operates stores in over 70 countries. Still, when entering markets very distant from its home markets, Zara often uses local alliance partners to help it negotiate the different cultural and regulatory environments. Entering new markets requires financial resources, requisite market expertise to understand local customer needs, know how to promote the product, and access to the proper distribution channels. These are reasons that a company is likely to use local alliance partners when it first enters a new market distant from its own.

Zara, a Spanish Clothing Company, Operates Stores in Over 70