...A RESOURCE-BASED APPROACH TO THE ANALYSIS OF FASHION COMPANIES - THE CASE OF FENDI Mariachiara Colucci PhD Student Department of Management, Faculty of Economics, University of Bologna P.zza Scaravilli, 2 Bologna, Italy, 40123 Tel: (0039) 051-2098073 e-mail: colucci@economia.unibo.it Manuela Presutti, PhD Researcher assistant Department of Management, Faculty of Economics, University of Bologna & LUISS – Guido Carli, Rome P.zza Scaravilli, 2 Bologna, Italy, 40123 e-mail: mpresutti@luiss.it Abstract: The aim of this paper, according to the Resource Based View of the firm, is to suggest that resources and competencies can play a critical role in developing valuable strategies, influencing the trajectories of growth but also limiting the choice of the markets firms may enter. Moreover we consider that differential firm performance can be attributable to heterogeneity among firms rather than industry structure, considering the firm as the primary unit of analysis. In order to verify how a firm develops, manages and deploys competencies, we chose as empirical context the Italian fashion system, showing that firms strategic choices strongly depend on their resource endowment and on the organizational forms to employ these resources inside the value chain and the business system. In this sector, the increase of competition and market instability involves firms flexibility and ability to adapt to consumer changes as the essential factors for the achievement...
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