In hyper-competitive markets, innovation is critical for the growth of market-driven companies. An examination of case studies of highly competitive global companies in the fast fashion sector, reveals that detailed understanding of the market, deriving from direct management of their stores, enables Zara, Gap and H&M to develop an innovation management capability. This is a fundamental competitive driver for the company's success.
Arrigo, E. (2010). Innovation and Market-Driven Management in Fast Fashion Companies. SYMPHONYA, 2, 67-85 [10.4468/2010.2.06arrigo].
Innovation and Market-Driven Management in Fast Fashion Companies
ARRIGO, ELISA
2010
Abstract
In hyper-competitive markets, innovation is critical for the growth of market-driven companies. An examination of case studies of highly competitive global companies in the fast fashion sector, reveals that detailed understanding of the market, deriving from direct management of their stores, enables Zara, Gap and H&M to develop an innovation management capability. This is a fundamental competitive driver for the company's success.File in questo prodotto:
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