Innovation and Market-Driven Management in Fast Fashion Companies

Elisa Arrigo ()
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Elisa Arrigo: University of Milano-Bicocca

Symphonya. Emerging Issues in Management, 2010, issue 2 Intangible Assets & Global Competition

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.

Keywords: Market-Driven Management; Innovation; Fast Fashion; Global Competition; Case Study (search for similar items in EconPapers)
Date: 2010
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