Effects of the business model design on sustainable competitive advantage in fashion retail industry –an analysis of zara business model
Başlık çevirisi mevcut değil.
- Tez No: 799454
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: Tekstil ve Tekstil Mühendisliği, Textile and Textile Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2015
- Dil: İngilizce
- Üniversite: University of Warwick
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 52
Özet
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Özet (Çeviri)
This dissertation investigated the business model of Zara with a specific aim to understand its contribution to sustainable competitive advantage. The dissertation starts with the statement of research motivations and objectives, followed by the literature review to provide an understanding of key concepts. The key concepts for literature review are sustainable competitive advantage, business model in dynamic environment, and dynamic capabilities concept. The main method of conducting this research is qualitative analysis through content analysis of secondary sources. The industry analysis showed that fashion retail industry is an attractive, yet a competitive industry with a growing trend specifically in Asia, whereas Europe shows low growth. As a result of the analysis of the industry context and business model of Zara, it has been found out that core competitive advantage of Zara's business model is its dynamic capability of effectively managing knowledge resources, and its vertical integration and exploitation of local resources in Europe for speed and flexibility, through which Zara achieves the agility that the industry requires. Furthermore, the dynamic nature of the capability and the inimitability by the competitors allowed Zara's business model to be a sustainable competitive advantage. It was recommended that Zara should apply the same system in Asia, which shows strong growth potential. It has been pointed out that by duplicating the system, Zara can benefit from exploiting the growth potential of Asia without disturbing the system in Europe with scale problems.
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