Case study: Burberry Shifts Its Entry Strategy in Japan Case Discussion Questions: 1. Why did Burberry initially choose a licensing strategy to expand its presence in Japan?

2. What limitations of licensing became apparent over time? Should Burberry have expected these drawbacks to arise?

3. Was terminating the Japanese licensing agreement and opening wholly owned stores the correct strategy for Burberry? What are the risks here? 4. To what extent does internalization theory explain Burberry's experience in Japan? N.B. The answer to each question should be lengthy, thorough, and with solid arguments.