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This case study describes the internationalisation of Marks & Spencer (M&S), a giant British retailer. In recent years, the company has suffered a series of misfortunes, both at home (Britain) and abroad. Company sales have dropped, stock prices and market capitalisation were substantially reduced, and overseas profits have declined. In January 1999, following a terrible earning announcement, the company announced that it had formed a marketing department, forcing the company to become more proactive and market driven. To head the department, M&S promoted James Benfield, a 17-year veteran of the retailing giant who worked as a former head of menswear, home furnishings, and direct mail. The move to develop a marketing department was a departure from a long tradition of production/manufacturing emphasis. The problem facing James Benfield is how can M&S emerge from the slump and reposition itself as a fierce global competitor in the international marketplace? This case was sponsored by the Indiana University CIBER Case Collection. A Greek translation ''GR501-017-1'' is available.