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“Fashion SMEs taking over the world” – a case study of Alice & Sens, Boomerang and Odd Molly

Fredriksson, Charlotta; Tall, Wioleta and Senator, Mikaela (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)
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author
Fredriksson, Charlotta; Tall, Wioleta and Senator, Mikaela
supervisor
organization
year
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},
  keyword      = {internationalization,SME,fashion,brands,networks,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {“Fashion SMEs taking over the world” – a case study of Alice & Sens, Boomerang and Odd Molly},
  year         = {2009},
}