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A case study on the internationalization process of a ‘born-global’ fashion retailer

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A case study on the internationalization process of a ‘born-global’ fashion retailer. / Bhardwaj, Vertica; Eickman, Megan; Runyan, Rodney C.
In: The International Review of Retail, Distribution and Consumer Research, Vol. 21, No. 3, 2011, p. 293-307.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Bhardwaj, V, Eickman, M & Runyan, RC 2011, 'A case study on the internationalization process of a ‘born-global’ fashion retailer', The International Review of Retail, Distribution and Consumer Research, vol. 21, no. 3, pp. 293-307. https://doi.org/10.1080/09593969.2011.578804

APA

Bhardwaj, V., Eickman, M., & Runyan, R. C. (2011). A case study on the internationalization process of a ‘born-global’ fashion retailer. The International Review of Retail, Distribution and Consumer Research, 21(3), 293-307. https://doi.org/10.1080/09593969.2011.578804

Vancouver

Bhardwaj V, Eickman M, Runyan RC. A case study on the internationalization process of a ‘born-global’ fashion retailer. The International Review of Retail, Distribution and Consumer Research. 2011;21(3):293-307. doi: 10.1080/09593969.2011.578804

Author

Bhardwaj, Vertica ; Eickman, Megan ; Runyan, Rodney C. / A case study on the internationalization process of a ‘born-global’ fashion retailer. In: The International Review of Retail, Distribution and Consumer Research. 2011 ; Vol. 21, No. 3. pp. 293-307.

Bibtex

@article{424c1f4185be463683affb3762ec3951,
title = "A case study on the internationalization process of a {\textquoteleft}born-global{\textquoteright} fashion retailer",
abstract = "This case study on Zara elucidates the expansion strategies used by both born-global and gradual global fast-fashion retailers based on theories of internationalization. Aspects related to knowledge sharing, resource-based theory, and psychic distance are overlaid with Zara's internationalization strategies to advance understanding of the role fashion plays in dynamic internationalization. Zara employs a high-risk, high-reward model of internationalization to defend its unique merchandise and retail position by remaining completely vertical. Zara's born-global expansion strategy engendered a psychic distance paradox in that it was very successful in distant markets early on. It is proposed that fashion retailers may take note of Zara's success through the proposed {\textquoteleft}dynamic strategic planning process{\textquoteright} for expansion in international markets. Researchers can test the proposed framework empirically to investigate the theoretical constructs for both gradual- and born-global firms.",
keywords = "fashion, dynamic strategic planning, internationalization",
author = "Vertica Bhardwaj and Megan Eickman and Runyan, {Rodney C.}",
year = "2011",
doi = "10.1080/09593969.2011.578804",
language = "English",
volume = "21",
pages = "293--307",
journal = "The International Review of Retail, Distribution and Consumer Research",
issn = "0959-3969",
publisher = "Routledge",
number = "3",

}

RIS

TY - JOUR

T1 - A case study on the internationalization process of a ‘born-global’ fashion retailer

AU - Bhardwaj, Vertica

AU - Eickman, Megan

AU - Runyan, Rodney C.

PY - 2011

Y1 - 2011

N2 - This case study on Zara elucidates the expansion strategies used by both born-global and gradual global fast-fashion retailers based on theories of internationalization. Aspects related to knowledge sharing, resource-based theory, and psychic distance are overlaid with Zara's internationalization strategies to advance understanding of the role fashion plays in dynamic internationalization. Zara employs a high-risk, high-reward model of internationalization to defend its unique merchandise and retail position by remaining completely vertical. Zara's born-global expansion strategy engendered a psychic distance paradox in that it was very successful in distant markets early on. It is proposed that fashion retailers may take note of Zara's success through the proposed ‘dynamic strategic planning process’ for expansion in international markets. Researchers can test the proposed framework empirically to investigate the theoretical constructs for both gradual- and born-global firms.

AB - This case study on Zara elucidates the expansion strategies used by both born-global and gradual global fast-fashion retailers based on theories of internationalization. Aspects related to knowledge sharing, resource-based theory, and psychic distance are overlaid with Zara's internationalization strategies to advance understanding of the role fashion plays in dynamic internationalization. Zara employs a high-risk, high-reward model of internationalization to defend its unique merchandise and retail position by remaining completely vertical. Zara's born-global expansion strategy engendered a psychic distance paradox in that it was very successful in distant markets early on. It is proposed that fashion retailers may take note of Zara's success through the proposed ‘dynamic strategic planning process’ for expansion in international markets. Researchers can test the proposed framework empirically to investigate the theoretical constructs for both gradual- and born-global firms.

KW - fashion

KW - dynamic strategic planning

KW - internationalization

U2 - 10.1080/09593969.2011.578804

DO - 10.1080/09593969.2011.578804

M3 - Journal article

VL - 21

SP - 293

EP - 307

JO - The International Review of Retail, Distribution and Consumer Research

JF - The International Review of Retail, Distribution and Consumer Research

SN - 0959-3969

IS - 3

ER -