Open AccessInnovation and Market-Driven Management in Fast Fashion Companies
Author(s) -
Elisa Arrigo
Publication year - 2010
Publication title -
symphonya emerging issues in management
Language(s) - English
Resource type - Journals
eISSN - 1593-0319
pISSN - 1593-0300
DOI - 10.4468/2010.2.06arrigo
Subject(s) - business , competitive advantage , industrial organization , commerce , marketing
In hyper-competitive markets, innovation is critical for the growth of marketdriven 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
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom