GLAMI Global Expansion Dilemma: Where, When, and How?
GLAMI was launched in October 2013 in the Czech Republic as a fashion search engine with a focus on providing consumers with an accessible platform. It operated a neatly organized online fashion catalogue that consisted of combined products from fashion e-shops that functioned throughout various countries. Through its five years of existence, GLAMI had expanded throughout Europe and Asia. Fashion retailers and e-shops partnered with GLAMI as free or priority members, and had their items placed throughout GLAMI's website. The company's business model functioned through a cost-per-click (CPC) model, where GLAMI would charge priority members according to how much they were willing to pay per click. In August 2018, due to its success and the increasing size of the fashion industry and the online retail space, GLAMI was looking to expand beyond its current boundaries to a high-growth area-Latin America. However, considering the vast differences among Latin American countries, GLAMI was finding it difficult to narrow down the list of countries in which to explore international expansion. Mohit Srivastava is affiliated with University of Economics, Prague. Ladislav Tyll is affiliated with University of Economics, Prague.