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| Tekijä: | Cillo, P. Verona, G. |
| Otsikko: | Search styles in style searching: Exploring innovation strategies in fashion firms |
| Lehti: | Long Range Planning
2008 : DEC, VOL. 41:6, p. 650-671 |
| Asiasana: | design management innovation strategy fashions industry companies markets brands |
| Kieli: | eng |
| Tiivistelmä: | Innovation strategies (here as: strs.) of firms are increasingly influenced by style. There is a lack in understanding of search strs. behind new style creation. This paper provides a granular description of style search by means of a semi-grounded analysis of the process of change of leading international firms in the fashion industry. The findings highlight two different approaches to search: i. a design-driven search and ii. a market-driven one. The styles differ in terms of triggers of change, locus of change, the role of individual vs. structured units in style creation and style selection, and the expected outcomes. Detailed evidence of the two approaches are provided. It is concluded by highlighting managerial and academic implications possibly informing future research. |
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