Estrategias de internacionalización en el sector moda: Una revisión bibliográfica
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2019-01
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Jaén: Universidad de Jaén
Resumen
[ES] Este trabajo contiene una revisión bibliográfica sobre la estrategia de internacionalización, sus ventajas e inconvenientes y cómo las empresas deben adaptarse. Además, está centrado en un sector de gran interés para su estudio debido a sus características diferenciales y al peso que supone para la economía. Gracias a los trabajos de varios autores se puede observar cómo la estrategia de internacionalización es de vital importancia en el siglo XXI, debido a varios factores que afectan la toma de decisiones diaria de las empresas. Además, los beneficios de su adopción suponen una serie de ventajas competitivas muy interesantes para el desarrollo de la empresa y su rentabilidad. Asimismo, se ofrece la perspectiva de dos temas de actualidad como son el e-Commerce, fundamental en la estrategia de muchas empresas actualmente, y la entrada al mercado chino, en crecimiento constante desde hace varios años, lo que le supone su identificación como economía emergente.
[EN] This paper is a bibliographic review about internationalization strategies, its advantages and disadvantages, and how the companies must adapt their strategy. Moreover, it is centered in an industry of big interest, due to its differential characteristics and the big importance it has for the economy. Thanks to the work of various authors, it can be observed how the internationalization strategy has great importance in the XXI century, because of various factors that affect the companies daily decision making process. Furthermore, the benefits of its adoption result on some competitive advantages of great interest for the development of the company and its profitability. Likewise, it is offered the perspective of two present issues as e-Commerce, essential for a lot of companies strategy, and the entry to the Chinese market, in constant growth for some years, what has suppose its identification as emergent economy.
[EN] This paper is a bibliographic review about internationalization strategies, its advantages and disadvantages, and how the companies must adapt their strategy. Moreover, it is centered in an industry of big interest, due to its differential characteristics and the big importance it has for the economy. Thanks to the work of various authors, it can be observed how the internationalization strategy has great importance in the XXI century, because of various factors that affect the companies daily decision making process. Furthermore, the benefits of its adoption result on some competitive advantages of great interest for the development of the company and its profitability. Likewise, it is offered the perspective of two present issues as e-Commerce, essential for a lot of companies strategy, and the entry to the Chinese market, in constant growth for some years, what has suppose its identification as emergent economy.