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Internationalization stage model formulation for indonesian emerging local fashion firms

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The emergence of many new local fashion brands targeting medium to upper levelrnconsumers in the middle of foreign brands invasion has shed a light on Indonesia?srnfashion industry. The objective of this study was to formulate an internationalizationrnstage model to classify their internationalization approach into a more systematicrnprocess, as well as to recommend some strategic decisions. Primary data were takenrnfrom interviews with seven designers/owners/managers of the firms and additionalrninsights from the industry insiders.rnThe study later examined the current condition in terms of branding, designing,rnmarketing, distribution, and production of the firms and how their lack ofrnperformance in those fields affected the internationalization process. Using UppsalarnModel and Cavusgil?s stage model, the study found out that the internationalizationrnprocess could be classified into five stages: domestic marketing, pre-export,rnexperimental involvement, active involvement, and committed involvement?eachrnwith characteristics, possible problems, possible learning stage, and networksrndevelopment. By the end of this study, key recommendations of each stage were tailored according to the potential and challenge the fashion firms face, and how theyrncan prepare themselves to move from one stage to the next.

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Availability

B00981

(wh)

Available

Detail Information

Series Title

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Call Number

981

Publisher

: Swiss German University., 2011

Collation

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Language

English

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Classification

NONE

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Edition

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Subject(s)

IBA

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