South Asian Journal of Management

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The Internationalization Process of Italian Fashion Firms:Looking for an Analytical Generalization


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1 Department of Studies on Economic Development, University of Macerata, Piazza Oberdan 3, 62100 Macerata, Italy
     

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This study aims to explore the process of internationalization in Italian fashion firms, focusing on the strategy-structure fit and the role of the founding team in providing such a fit. On the basis of a single case study of a leading fashion firm, it emerges that classic deterministic theories of strategy-structure fit in growing firms offer a poor guide. The strategy is entirely ‘emergent’ and inspired by the specific talents of the founding team. Evidence confirms the causal link between strategy and structure: company structure is network-based and evolves according to the emerging strategy. However, the development route does not follow any deterministic model: The Uppsala model of incremental and cognitive internationalization, especially in its revised and network-based form, appears to be a more appropriate reference, being characterized by creative dynamics that are constantly evolving, in line with the founders’ vision and strategy.
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  • The Internationalization Process of Italian Fashion Firms:Looking for an Analytical Generalization

Abstract Views: 178  |  PDF Views: 0

Authors

Ernesto Tavoletti
Department of Studies on Economic Development, University of Macerata, Piazza Oberdan 3, 62100 Macerata, Italy

Abstract


This study aims to explore the process of internationalization in Italian fashion firms, focusing on the strategy-structure fit and the role of the founding team in providing such a fit. On the basis of a single case study of a leading fashion firm, it emerges that classic deterministic theories of strategy-structure fit in growing firms offer a poor guide. The strategy is entirely ‘emergent’ and inspired by the specific talents of the founding team. Evidence confirms the causal link between strategy and structure: company structure is network-based and evolves according to the emerging strategy. However, the development route does not follow any deterministic model: The Uppsala model of incremental and cognitive internationalization, especially in its revised and network-based form, appears to be a more appropriate reference, being characterized by creative dynamics that are constantly evolving, in line with the founders’ vision and strategy.