Cultural Concerns in International Expansion: lululemon athletica

The Canadian$-$based company lululemon athletica has successfully entered international markets. Its expansion so far has been to countries that share a common language and similar cultures, including the United States, Australia, and New Zealand. The company has been apprehensive about expanding to markets with different cultural attitudes. The leadership is now prepared for this next international expansion and has decided to enter the Chinese market.

You have been asked to be a part of the team developing the international strategy for the Chinese market. First, determine which approach to international strategy will best serve lululemon and be responsive to the company$$s fears about cultural sensitivity$.$