“Fashion SMEs taking over the world” – a case study of Alice & Sens, Boomerang and Odd Molly
(2009)Department of Business Administration
- Abstract
- The purpose of this study is to identify potential factors impacting the internationalization process of a small- or medium sized fashion company. We aim to shed light on potential key factors that can provide an understanding of a successful internationalization process and illustrate our findings in a model applicable to firms with similar characteristics. The study is conducted through a qualitative case study with an abductive approach. Findings are based on three case companies: Alice & Sens, Boomerang and Odd Molly. The most important conclusions and contributions are the potential success factors which are aspiration, brand and networks. Through a network, the company can acquire knowledge and reduce its risk. To be able to benefit... (More)
- The purpose of this study is to identify potential factors impacting the internationalization process of a small- or medium sized fashion company. We aim to shed light on potential key factors that can provide an understanding of a successful internationalization process and illustrate our findings in a model applicable to firms with similar characteristics. The study is conducted through a qualitative case study with an abductive approach. Findings are based on three case companies: Alice & Sens, Boomerang and Odd Molly. The most important conclusions and contributions are the potential success factors which are aspiration, brand and networks. Through a network, the company can acquire knowledge and reduce its risk. To be able to benefit from a network, a strong brand and a unique sales proposal are essential. The driving spirit behind the brand motivates employees and partners, which further enhance the strength of the brand. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1437536
- author
- Fredriksson, Charlotta ; Tall, Wioleta and Senator, Mikaela
- supervisor
- organization
- year
- 2009
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- internationalization, SME, fashion, brands, networks, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1437536
- date added to LUP
- 2009-06-03 00:00:00
- date last changed
- 2012-04-02 17:42:59
@misc{1437536,
abstract = {{The purpose of this study is to identify potential factors impacting the internationalization process of a small- or medium sized fashion company. We aim to shed light on potential key factors that can provide an understanding of a successful internationalization process and illustrate our findings in a model applicable to firms with similar characteristics. The study is conducted through a qualitative case study with an abductive approach. Findings are based on three case companies: Alice & Sens, Boomerang and Odd Molly. The most important conclusions and contributions are the potential success factors which are aspiration, brand and networks. Through a network, the company can acquire knowledge and reduce its risk. To be able to benefit from a network, a strong brand and a unique sales proposal are essential. The driving spirit behind the brand motivates employees and partners, which further enhance the strength of the brand.}},
author = {{Fredriksson, Charlotta and Tall, Wioleta and Senator, Mikaela}},
language = {{swe}},
note = {{Student Paper}},
title = {{“Fashion SMEs taking over the world” – a case study of Alice & Sens, Boomerang and Odd Molly}},
year = {{2009}},
}