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A Comprehensive Framework for Analyzing Competitiveness in a Case Study on ZARA : ZARA 케이스 스터디를 바탕으로 경쟁 우위 분석에 대한 포괄적인 프레임워크
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- Authors
- Advisor
- 문휘창
- Major
- 국제대학원 국제학과
- Issue Date
- 2015-08
- Publisher
- 서울대학교 국제대학원
- Keywords
- Zara ; Diamond Model ; ABCD Framework ; Fast Fashion ; Competitiveness
- Description
- 학위논문 (석사)-- 서울대학교 국제대학원 : 국제학과(국제통상전공), 2015. 8. 문휘창.
- Abstract
- The fashion and apparel industry worldwide has undergone significant changes and a new business model has emerged ? Specialty store retailer of Private label Apparel (SPA), also known simply as fast fashion. The demand for fast fashion is clearly confirmed by the annual reports of SPAs and Zara seems to be the most successful among all of them. Zara and its competitiveness has been one of the hot subjects both in academia and business circles, but none of the existing studies seems to offer a fully comprehensive analysis. This study fully investigates Zaras sources of competitive advantage, organizing the existing data in a logical and cohesive way. A new, over-arching framework based on Porters (1990) diamond model and Moons (2012) ABCD framework of K-strategy is introduced and applied to explain Zaras competitiveness. It is both unique and valuable, as it is combining the established and emerging theories into one analytical tool. In addition, this study also explores the potential impact of FTAs and other trade solutions on Zaras activities, finding that whereas RTAs seems to be quite significant for Zaras internationalization and expansion, they remain highly unused and do not affect in any visible way Zaras sourcing decisions.
- Language
- English
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