The aim of this work is to investigate which (if any) changes took place in the structure of the outbound SC over time for fashion luxury firms in China; at the same time we want to analyse the motivations which guided these changes in the configuration. Secondly the goal is to define the common characteristics of the firms which made similar choices in terms of changes of the SC structure. The adopted research methodology is the analysis of 14 explanatory and retrospective case studies; the unit of analysis is the outbound SC (intermediaries and retailers), with exclusive reference to the Chinese market. The information was collected through semi-structured interviews with skilled managers; in order to ensure triangulation of data, we consulted secondary sources too. The case analysis led to the definition of the evolutionary pattern of each firm of our sample, that is the set of outbound SC configurations adopted by each company over time. Then we investigated the motivations underlying these patterns, and finally we defined the context variables that characterize each of these paths. On the basis of these analysis, the firms of our sample were grouped in five groups that show different patterns and features. The research results demonstrate that the adoption by a company of a certain evolutionary pattern, and thus its choices in terms of evolution of the outbound SC configuration, depend simultaneously on certain motivations and several objective variables, shared by the firms of the same group. This work is valuable as a general study of the changes of the outbound SC configuration over time for many firms in relation to a single market; this research enriches the studies on SCM practices in the Chinese market, which has already become the principal engine of the growth of the global luxury industry. Even if our sample is sufficiently big, it would be appropriate to validate the results through a comparable study with a much bigger sample, including also firms with mass market positioning, as none of the firms in our work has such a low brand positioning.
Il presente lavoro si propone di indagare quali sono stati (se vi sono stati) nel tempo i cambiamenti nella struttura della SC outbound di aziende fashion luxury in Cina, e analizzare le motivazioni che hanno guidato queste modifiche di configurazione. In secondo luogo l’obiettivo è quello di individuare le caratteristiche comuni delle aziende che hanno effettuato scelte simili in termini di cambiamenti di configurazione. L’approccio metodologico adottato è l’analisi di 14 studi di caso esplicativi e retrospettivi, aventi come unità di analisi la SC outbound (intermediari e retailer) con riferimento esclusivo al mercato cinese. Le informazioni sono state raccolte mediante interviste semi-strutturate a responsabili aziendali con competenze sul tema; per assicurare la triangolazione dei dati sono state consultate anche fonti secondarie. L’analisi dei casi ha condotto alla definizione del pattern evolutivo di ciascuna azienda del campione, ossia l’insieme di configurazioni della SC outbound adottate da ognuna nel corso del tempo. Successivamente si sono analizzate le motivazioni alla base di questi pattern e infine si sono determinate le variabili di contesto che caratterizzano ognuno di essi. In base a queste analisi, le aziende del campione sono state raggruppate in cinque gruppi che mostrano diversi pattern evolutivi e caratteristiche. I risultati della ricerca dimostrano che l’appartenenza di un’azienda a un certo pattern evolutivo, e quindi le sue decisioni in termini di evoluzione della configurazione della SC outbound, dipendono contemporaneamente da certe motivazioni e da alcune variabili oggettive, condivise dalle aziende di uno stesso gruppo. Il lavoro ha il valore di studio generale dei cambiamenti della configurazione della SC outbound nel tempo di più aziende in riferimento a uno stesso mercato; la ricerca arricchisce gli studi sulle pratiche di SCM nel mercato cinese, ormai diventato motore della crescita del settore del lusso globale. Sebbene il campione di analisi sia sufficientemente numeroso, sarebbe opportuno validare i risultati con un campione più ampio e inoltre comprendente anche aziende di posizionamento mass market, non incluse nella ricerca.
Evoluzione temporale della outbound supply chain di prodotti fashion luxury nel mercato cinese
ROSSI, CAMILLA
2012/2013
Abstract
The aim of this work is to investigate which (if any) changes took place in the structure of the outbound SC over time for fashion luxury firms in China; at the same time we want to analyse the motivations which guided these changes in the configuration. Secondly the goal is to define the common characteristics of the firms which made similar choices in terms of changes of the SC structure. The adopted research methodology is the analysis of 14 explanatory and retrospective case studies; the unit of analysis is the outbound SC (intermediaries and retailers), with exclusive reference to the Chinese market. The information was collected through semi-structured interviews with skilled managers; in order to ensure triangulation of data, we consulted secondary sources too. The case analysis led to the definition of the evolutionary pattern of each firm of our sample, that is the set of outbound SC configurations adopted by each company over time. Then we investigated the motivations underlying these patterns, and finally we defined the context variables that characterize each of these paths. On the basis of these analysis, the firms of our sample were grouped in five groups that show different patterns and features. The research results demonstrate that the adoption by a company of a certain evolutionary pattern, and thus its choices in terms of evolution of the outbound SC configuration, depend simultaneously on certain motivations and several objective variables, shared by the firms of the same group. This work is valuable as a general study of the changes of the outbound SC configuration over time for many firms in relation to a single market; this research enriches the studies on SCM practices in the Chinese market, which has already become the principal engine of the growth of the global luxury industry. Even if our sample is sufficiently big, it would be appropriate to validate the results through a comparable study with a much bigger sample, including also firms with mass market positioning, as none of the firms in our work has such a low brand positioning.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/87702