Ivey Publishing
Nordstrom: Expansion into Canada
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10 pages (7 pages of text)
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Case (Pub Mat)
In August 2016, it had been almost two years since American fashion retailer Nordstrom opened its first Canadian store in Calgary. Nordstrom believed Canada to be an ideal location for its global expansion. Executives identified the country as a potential US$1 billion opportunity with no language barrier and a population with a higher average income than in the United States. Despite this enticing potential market, Nordstrom executives entered Canada with a slow, conservative approach. Nordstrom faced slow economic growth in Canada and fierce competition from other luxury retailers. Although Canada was an attractive potential market, increased competition and a changing economic environment presented new challenges to the retailer’s international expansion plan. How could Nordstrom find success in Canada?
Learning Objective:
This case is suitable for use in courses such as international management, international marketing, and strategic management at both undergraduate and graduate (MBA) levels. After completing the case, students should be able to do the following:
  • Assess the attractiveness of a foreign market
  • Identify the metrics by which a company can evaluate a new potential market
  • Analyze a company’s decision to expand internationally
  • Evaluate the benefits and costs of international expansion
  • Consider how a company can effectively implement strategic initiatives for expanding internationally
General Management/Strategy
Retail Trade
Canada; United States, Large, 2016
Intended Audience:
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$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (9 pages)
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