Factors That Influence a Jewelry Brand's Globalization Process

Mohammed A. H. Faitaihi, Walden University


Local retail jewelry leaders of Saudi Arabian (S.A.) small to medium enterprises (SMEs) have struggled to survive through declining profits and increasing business foreclosures, thus threatening the sustainability of the Saudi retail sector and the Saudi economy. A globalization strategy to enhance profitability for jewelry retail SMEs in S.A. is needed, given the limited options for improving profitability. Despite this acknowledged need, leaders in S.A. have refrained from such a strategy because they lack knowledge of economic attraction features to target in the globalization process. The purpose of this quantitative correlational study using discriminant analysis was to examine specific countries' economic attraction features in the historical globalization strategy of a leading U.S. global jewelry company that could facilitate the implementation of a successful globalization strategy for a local Saudi jewelry SME retail company. The study addressed the effects of 6 independent predictor variables of 25 target countries' economic attractions on the dependent grouping variable, which distinguished among 3 order-of-entry groups according to the U.S. company's date of entry in each country between 1972 and 2009. Results indicated that except for the Hofstede index, no other variable had a significant role in the classification of the target countries. Because there was a scarcity of research on this topic, the study is beneficial for its theoretical and academic value, and may be practical for the derivative benefits of catalyzing business growth by empowering leaders of local, successful luxury brands in S.A. to implement their own globalization expansion process and increase employment in the Middle East.