Purpose The purpose of this paper is to identify the defining characteristics of the extreme luxury fashion business model (ELFBM) and the relationship between this business model and the process of firm internationalization. The paper examines the potentially positive outcomes of differences...

Purpose – The purpose of this paper is to propose evidence on the role of serendipity in business relationship. It concerns the understanding of the unplanned development of the relationship and the opportunities that may arise from taking serendipity as a “shaping” factor of relationship...

Purpose The purpose of this paper is to examine the issue of “formalization” in business networks as an instrument of industrial policy. Formalization in business networks is not a debated topic but it can affect organizational and inter-organizational dynamics considerably. The aim of the...

Purpose – The purpose of this paper is to discuss the changes of the Italian textile district of Prato, considered an exemplary case of the industrial district (ID) model, using a business network perspective. The “Black Swan” metaphor is used to address the changes in the Prato textile...

Purpose – The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive sources in relation, to the structural characters of the retail enterprise and its sales outlet on the one hand...

Quick fashion formulas can be described as a product/service characterised mainly by its potential to supply retailers with a range renewal service that is produced at short time gaps. The purpose of this paper is to examine the hypothesis that by adopting new quick fashion formulas clothing...

Purpose – The purpose of this paper is to investigate the relationship between the fast fashion formula and the process of firm internationalization. Possible answers are sought to the following research question: does the fast fashion formula drive the internationalization process (driving...

Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to...

Purpose – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online...

Purpose – The purpose of this paper is to examine the contribution that the study of heuristic processes can make to a better understanding of the gap between marketing theory and practice, particularly in small and medium‐sized enterprises (SMEs). The term entrepreneurial marketing is used...