While actions have been taken to keep the research and the following dissertation as comprehensive and complete as possible, there are some limitations that can be associated with the study. These limitations pertain to the fact that this dissertation primarily focuses on two retail businesses in theUnited Kingdom.
It was not possible for the researcher to undertake an analysis of all retail establishments in the UK, as a result Marks & Spencers and House of Fraser were selected as the main subjects of the study as they represent a large portion of the retail market in UK. The other limitation of the study is that it cannot be generalized to the larger international retail market as the focus is geographic specific specially the United Kingdom. Other limitations relate to the fact that the data used for the research is secondary data not particularly devised for the purpose of the dissertation. This can have an effect on the validity of the results of the research.
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