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Case Study 6 Essay

Case study 6 Question 2
You have been hired as a consultant to a small clothing manufacturer who wants to emulate the success of Zara and Benetton. She wants advice on an innovation strategy which takes the key lessons from these successful firms. What would you offer? (Tidd 295)

Within the entire business a change needs to be made in order to transition into a more electronically effective business, this can be done by growing Mechanization of operations. By introducing technological improvements such as a mobile app a website or possibly integrating online services not previously offered. Additionally the business can incorporate international trade which is has a huge upside since it saves money and allows the business to not only save money but also to increase its productivity. Another great way for the manufacturer to emulate the success of Zara and Benetton is to produce clothes which combine stylish designs with a strong link to current high-fashion themes with moderate prices (Tidd 294). Zara’s successful growth is not simply a matter of low prizes or of standardization, but rather of innovation that is complimented by providing their customers with variety and product innovation. The small clothing Manufacturer must increase its variety, in addition to providing the consumer with product innovation such as that of Zara and Benetton.

In conclusion it is extremely important for the small clothing manufacturer to incorporate, technology and technologically advanced systems and software, along with product innovation and a larger variety of great choices for customers to pick from. Lastly the business must improve introduce international trade in order to offset the costs of providing a larger variety of clothing. If this can be done successfully the small
business could match the success of Zara and Benetton.


Tidd, John Bessant and Joe. Innovation and Entrepreneurship, 2nd Edition. John Wiley & Sons, (UK), 04/2011.

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