Understanding internationalization patterns of Zara
Authors
Vabale, Vita ; Matic, Mirela
Term
4. Term
Publication year
2015
Submitted on
2015-06-08
Pages
164
Abstract
Denne afhandling undersøger, hvordan Zara udvider til andre lande som en af verdens største fast fashion-virksomheder (fast fashion betyder hurtigt skiftende modekollektioner). Den fokuserer på tre forhold: hvordan Zara går ind på nye markeder (entry modes, fx via egne butikker, partnerskaber eller franchising), hvor bredt virksomheden er til stede på tværs af lande (scope), og hvor hurtigt den vokser over tid (pace). Formålet er at identificere de faktorer, der påvirker Zaras valg af markeder og indgangsstrategier samt at analysere tempoet i virksomhedens udenlandske ekspansion.
This thesis examines how Zara expands into other countries as one of the world’s largest fast fashion companies (fast fashion refers to rapidly changing clothing collections). It looks at three aspects: how Zara enters new markets (entry modes, for example by owning stores, partnering, or franchising), how broad its presence is across countries (scope), and how quickly it grows over time (pace). The aim is to identify the factors that influence Zara’s choices of which markets to enter and which entry strategies to use, and to analyze the speed of its expansion abroad.
[This abstract was generated with the help of AI]
Keywords
Documents