Overview
- Presents small yet global case studies on representative fashion brands in Europe and Asia
- Explores successful cases that utilize active internationalization in the fashion and retail industries
- Includes interviews with key informants of brands, conducted by native scholars of each brand’s country of origin
Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management (PSP:GFBM)
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Table of contents (5 chapters)
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Front Matter
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Back Matter
Keywords
About this book
The majority of global fashion brands operate beyond their home countries, yet not much is known about the ventures that generate more than half of their revenues. This book takes a critical look at the global-by-nature fashion industry through a collection of actual cases from multiple countries and cultural backgrounds.
Editors and Affiliations
About the editors
Elena Cedrola is Associate Professor at the University of Macerata, Italy, where she teaches Management and International Marketing. She is also Professor at the Catholic University of Milan, Italy. Dr Cedrola’s research area focuses on SMEs’ internationalization and Country of Origin Effect. She has been Visiting Scholar at the Beijing Normal University, China and at the Paris IV University, France.
Bibliographic Information
Book Title: Fashion Brand Internationalization
Book Subtitle: Opportunities and Challenges
Editors: Byoungho Jin, Elena Cedrola
Series Title: Palgrave Studies in Practice: Global Fashion Brand Management
DOI: https://doi.org/10.1057/978-1-137-52337-2
Publisher: Palgrave Pivot New York
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2016
Hardcover ISBN: 978-1-137-52336-5Published: 30 June 2016
eBook ISBN: 978-1-137-52337-2Published: 28 June 2016
Series ISSN: 2523-3505
Series E-ISSN: 2523-3513
Edition Number: 1
Number of Pages: XVIII, 142
Number of Illustrations: 16 illustrations in colour
Topics: Marketing, International Business, Services