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Innovation and Market-Driven Management in Fast Fashion Companies


  • Elisa Arrigo

    () (University of Milan-Bicocca)


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, University of Milano-Bicocca, issue 2 Intangi.
  • Handle: RePEc:sym:journl:153:y:2010:i:2

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    References listed on IDEAS

    1. Roberto Cafferata, 2009. "Competitive Advantage and Internationalization of Italian Small and Medium-Sized Manufacturing Firms," DSI Essays Series, DSI - Dipartimento di Studi sull'Impresa, vol. 1.
    2. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    3. repec:sym:journl:14:y:2009:i:1 is not listed on IDEAS
    4. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    5. repec:sym:journl:22:y:2008:i:2 is not listed on IDEAS
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