Laffey, D. (2009) Glasses Direct: A Case Study of Market Entry in the UK Opticians Market. Journal of Strategic Management Education, 5 (1). pp. 45-56. ISSN 1649-3877.
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Glasses Direct, a 2004 start-up founded by a student James Murray Wells, represented a major threat to the operations of UK opticians. Its major innovation was to offer prescription glasses at up to 90% cheaper than available on the high street, disrupting the price stability which characterises the oligopolistic industry.The case study analyses the market entry of Glasses Direct and its rapid growth, the controversy it has caused and its future prospects. Analysis of the case requires the use of theory from strategy, entrepreneurship, economics and e-commerce.
|Uncontrolled keywords:||market entry, oligopolistic industry, entrepreneurship, opticians industry, dot coms|
|Subjects:||H Social Sciences > H Social Sciences (General)|
|Divisions:||Faculties > Social Sciences > Kent Business School > Management Science|
|Depositing User:||Jennifer Knapp|
|Date Deposited:||18 Jun 2010 09:33|
|Last Modified:||14 Dec 2011 09:51|
|Resource URI:||http://kar.kent.ac.uk/id/eprint/24945 (The current URI for this page, for reference purposes)|
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