This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retailing. The process includes market research and its strategic link with retail innovation. The paper analyses what has happened as well as key managerial learnings that may be useful for those who participating in an innovative project, especially for retailing firms.
Authors: Xavier Roure, Lluis Martinez-Ribes
October 26, 2003
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