Paper info

Business networks and retail internationalization: a case analysis in the fashion industry

Andrea Runfola and Simone Guercini

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

 The aim of the paper is to propose some evidence on the relationship between business networks and retail internationalization. Specific aim of the paper is to investigate to what extent business relationships represent opportunities/constraints in the internationalization process with particular regards to the fashion system. The paper deals with the topic of interaction and its role in the internationalization process. Different theoretical perspectives on this issue are presented. With regard to methodology, the paper considers a specific case of a vertically integrated firm in the fashion supply chain, which has implemented branding and retailing strategies in international markets. The case analysis, which is the result of a longitudinal study over several years, aims at deeply analysing the theme of the paper. The topic of the sustainability of a successful business model in the international expansion is addressed. The paper outlines the relationship between the specific business model, the international patterns followed and business relationships. The analysis points out the main opportunities and the main critical elements emerging from business relationships in supporting the business model in the process of internationalization. The paper ends with some final remarks on the relationships between business networks and retail expansion.