It is recognised within the literature that strategic and operational activities associated with the development and portrayal of the fashion retailer brand, are essential to creating value and maintaining competitiveness. The literature, however, is fragmented and brand building activities are rarely considered as a coherent process. This research empirically tests a conceptual model of value chain activity for fashion retailers which was developed from the literature and was based on Porter's Value Chain. The research involved in depth interviews with fifteen of the largest and most successful high street fashion retailers. An updated model of value chain activity for fashion retailers is proposed which takes account of recent changes and developments in the market. The results of this study provide a basis for value chain activity and added value in the fashion retailing sector.
Produktkennzeichnungen
EAN
9783639510973
ISBN
3639510976, 9783639510973
ISBN-10
3639510976
ISBN-13
9783639510973
eBay Product ID (ePID)
232783875
Produkt Hauptmerkmale
Verlag
Scholar's Press, Scholars' Press
Erscheinungsjahr
2016, 2015
Anzahl der Seiten
52 Seiten
Sprache
Englisch
Publikationsname
Competitive Value Chain Activity For Fashion Retailers