Creativity–decision processes: the case of Italian luxury fashion

Maria Rosaria Marcone

Journal of Global Fashion Marketing, 2015, vol. 6, issue 1, 60-74

Abstract: This study analyzes Italian knitwear manufacturers that operate in international consumer and business markets, and assesses the different forms of competition that exist between them. The purpose of the research is to analyze the different positioning of these firms within the chain of production that they belong to. A framework is proposed to study firms that deal with fashion, that operate in different competitive contexts and that have to launch new products frequently. Sweater manufacturers adopt marketing strategies that are based on a constant growth of marketing capacity (specialized and structural), in order to allow them to enjoy a leading role in micro-segments of world markets. Through multiple case studies, this paper provides a deeper understanding of the strategic decisions regarding marketing and productive activities. The purpose of the paper is to describe and discuss how the integration of intra-organizational competence affects the creative processes of firms. The paper contributes to research on creativity through discussing the issue in the context of interaction and provides many implications for management practice and avenues for future academic research.

Date: 2015
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DOI: 10.1080/20932685.2014.907608

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