Understanding internationalization patterns of Zara
Translated title
Authors
Term
4. Term
Publication year
2015
Submitted on
2015-06-07
Pages
164
Abstract
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.
Keywords
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