Strategy and Structure in the Italian Fashion Industry: A Case of Internationalisation
Tóm tắt
Many SMEs in the Italian fashion industry do not find a fit between strategy and structure able to open them to growth and new opportunities in emerging international markets. Through an in depth analysis of a successful business case, a contribution is made to the study of strategy–structure fit in the Italian fashion industry, with particular reference to the international growth phase. The case confirms the causal link between strategy and structure. However, the development route in the fashion sector does not follow the historical model analysed by Chandler: Uppsala’s model of incremental and cognitive internationalisation appears to be the more appropriate reference for Italian “industrial networks”, characterised by creative dynamics that are constantly evolving, and strong needs for structural flexibility and strategic change.
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