Creativity–decision processes: the case of Italian luxury fashion
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This study analyzes Italian knitwear manufacturers that operate in internationalconsumer and business markets, and assesses the different forms of competition thatexist between them. The purpose of the research is to analyze the different positioningof these firms within the chain of production that they belong to. A framework isproposed to study firms that deal with fashion, that operate in different competitivecontexts and that have to launch new products frequently. Sweater manufacturers adoptmarketing strategies that are based on a constant growth of marketing capacity(specialized and structural), in order to allow them to enjoy a leading role in microsegmentsof world markets. Through multiple case studies, this paper provides a deeperunderstanding of the strategic decisions regarding marketing and productive activities. The purpose of the paper is to describe and discuss how the integration of intraorganizationalcompetence affects the creative processes of firms. The papercontributes to research on creativity through discussing the issue in the context ofinteraction and provides many implications for management practice and avenues forfuture academic research.
Abstract
This study analyzes Italian knitwear manufacturers that operate in internationalconsumer and business markets, and assesses the different forms of competition thatexist between them. The purpose of the research is to analyze the different positioningof these firms within the chain of production that they belong to. A framework isproposed to study firms that deal with fashion, that operate in different competitivecontexts and that have to launch new products frequently. Sweater manufacturers adoptmarketing strategies that are based on a constant growth of marketing capacity(specialized and structural), in order to allow them to enjoy a leading role in microsegmentsof world markets. Through multiple case studies, this paper provides a deeperunderstanding of the strategic decisions regarding marketing and productive activities. The purpose of the paper is to describe and discuss how the integration of intraorganizationalcompetence affects the creative processes of firms. The papercontributes to research on creativity through discussing the issue in the context ofinteraction and provides many implications for management practice and avenues forfuture academic research.
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