Understanding internationalization patterns of Zara

Student thesis: Master Thesis and HD Thesis

  • Vita Vabale
  • Mirela Matic
The following dissertation focuses on analysis of internationalization patterns of Zara, which is considered being one of the world’s largest fast fashion companies. For the analysis, three internationalization patterns have been chosen: entry modes, scope and pace of internationalization. The goal of the research is to find out what factors have influenced Zara’s decisions regarding market selection and choice of entry strategies, and analyze pace of Zara’s foreign expansion.
Publication date8 Jun 2015
Number of pages164
ID: 213767390