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Innovation and Market-Driven Management in Fast Fashion Companies

Author

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  • Elisa Arrigo

    (University of Milano-Bicocca)

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.

Suggested Citation

  • Elisa Arrigo, 2010. "Innovation and Market-Driven Management in Fast Fashion Companies," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Intangi.
    • Handle: RePEc:sym:journl:153:y:2010:i:2
    as

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    File URL: https://symphonya.unicusano.it/article/view/2010.2.06arrigo
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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