Senate Hall Academic Publishing

Journal of Strategic Management

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ISSN: 1649-3877

Listed by: Cabells and EBSCO

Frequency: 1 online Volume per year


Glasses Direct: A Case Study of Market Entry in the UK Opticians Market

JSME Vol 5: Issue 1, 2009

Author(s): Des Laffey (University of Kent, UK)

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.

Keywords: market entry, oligopolistic industry, entrepreneurship, opticians industry, dot coms.

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