A Strategic Supply Chain Approach: Consortium Marketing in the Italian Leatherwear Industry

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A Strategic Supply Chain Approach: Consortium Marketing in the Italian Leatherwear Industry

Purpose – The purpose of this paper is to describe inter-firm marketing cooperation as a strategy by small and medium enterprise (SME) players in local systems of fashion firms. Design/methodology/approach – This case study research focuses on Italian leatherwear manufacturers that join together to...

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Bibliographic Details
Main Authors:	Guercini, S., Woodside, Arch
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2012
Subjects:	Supply chain management Case study Small to medium-sized enterprises Interfirm cooperation Consortium marketing Fashion Relationship marketing Branding Organizational structure Italy Design
Online Access:	http://hdl.handle.net/20.500.11937/18906

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