Fashion Brand Internationalization - Jin Byoungho (Curatore); Cedrola Elena (Curatore) | Libro Palgrave Pivot 06/2016 - HOEPLI.it


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jin byoungho (curatore); cedrola elena (curatore) - fashion brand internationalization

Fashion Brand Internationalization Opportunities and Challenges

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Dettagli

Genere:Libro
Lingua: Inglese
Pubblicazione: 06/2016
Edizione: 1st ed. 2016





Trama

The first volume in the Palgrave Studies in Practice: Global Fashion Brand Management series, this book provides a comprehensive view on the internationalization of fashion brands, offering unique academic and managerial insights into how fashion brands in diverse sizes can build and sustain their businesses in competitive global marketplaces. It explores the theories and trends occurring within the fashion industry, one of the most active sectors of internationalization.
 
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.  





Sommario

1. Overview of Fashion Brand Internationalization: Theories and Trends

2. Ermenegildo Zegna: When Family Values Guide Global Expansion in the Luxury
Industry

3. Diesel: An Unconventional, Innovative, International Lifestyle, Italian Company

4. The Internationalization Trajectory of Bossini: A Fashion Retailing Enterprise from Hong Kong

5. Beaucre Merchandising Co., Ltd.: A Successfully Internationalizing Korean Apparel Company





Autore

Byoungho Jin is Putnam and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA. Dr Jin’s research area focuses on international apparel retailing and branding. She has a visiting scholar invitation from King Saud University, Saudi Arabia and the University of Macerata, Italy.
 
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.







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Altre Informazioni

ISBN:

9781137523365

Condizione: Nuovo
Collana: Palgrave Studies in Practice: Global Fashion Brand Management
Dimensioni: 210 x 148 mm Ø 348 gr
Formato: Copertina rigida
Pagine Arabe: 142
Pagine Romane: xviii






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