Innovation and Market-Driven Management in Fast Fashion Companies

Authors

  • Elisa Arrigo

DOI:

https://doi.org/10.4468/2010.2.06arrigo

Keywords:

Market-Driven Management, Innovation, Fast Fashion, Global Competition, Zara Case, Gap Case, H&M Case

Abstract

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.

Author Biography

Elisa Arrigo

Assistant Professor of Management, University of Milan-Bicocca

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Published

01-06-2010

How to Cite

Arrigo, E. (2010). Innovation and Market-Driven Management in Fast Fashion Companies. Symphonya. Emerging Issues in Management, (2), 67–85. https://doi.org/10.4468/2010.2.06arrigo

Issue

No. 2 (2010): Intangible Assets & Global Competition

Section

Articles

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