In the 1990s the trend of textile and apparel manufacturing in Italy differed considerably from other European countries with high labour costs. The examination of the peculiar factors generating the Italian specificity represents the first aims of this paper, and will be discussed employing...

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 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 investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial...

Purpose – The purpose of this paper is to describe inter‐firm marketing cooperation as a strategy by small and medium enterprise (SME) players in local systems of fashion firms. Design/methodology/approach – This case study research focuses on Italian leatherwear manufacturers that join...

This paper explores the extent to which the use of case analysis as a tool for production of original knowledge on managerial processes is of relevance to relations between the study and practice of management. The paper's hypothesis is that the research strategy adopted by scholars, and thus...

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...

Purpose – The purpose of this paper is to deliver an introduction to the Special Issue on new qualitative research methodologies in management. Design/methodology/approach – The reasons of interest for the object of this Special Issue are explained through the discussion of a selected...