While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers...

Many multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on...

Innovative In-Store-Technologien sind chancenreich. Deren Nützlichkeit und Akzeptanz in der Zielgruppe sind aber unterschiedlich; deren Verhaltenswirkungen sind meistens unbeleuchtet. Daher sind entsprechende vergleichende Kenntnisse für Augmented Reality, Holographic Shopping, Smart Services...