David and Goliath in sustainable fashion : Strategic business alliances in the UK fashion industry
Journal
International Journal of Strategic Business Alliances
ISSN
1756-6444
ISSN-Digital
1756-6452
Type
journal article
Date Issued
2014-07-14
Author(s)
Thopte, Ishwari
Abstract
This paper analyses the different types of strategic alliances currently present in the UK sustainable fashion industry. According to Ethical Corporation Magazine (2006), multinationals use three methods to move into the ethical sector: a) launching new ethical products; b) buying or taking over ethical brands; c) by forming strategic alliances with sustainable fashion small to medium enterprises (SMEs). This study aims to fill a void in the literature by focusing on strategic alliances and the motivations behind forming these alliances. Through a mixed method approach, we take a closer look although the small entrepreneurial 'David's' and established multinational 'Goliaths' in the UK fashion industry interact and develop new 'ethical' collections, campaigns and brands. Our theoretical model proposes significance between the following variables; age, target market and motivations of the type of alliance formed. This model is useful for managers to determine the type of alliance they need in order to fulfil their requirements from an alliance.
Language
English
Keywords
strategic alliances
sustainable fashion
mixed methods
small and medium-sized enterprises
fashion SMEs
multinationals
MNCs
multinational corporations
UK
United Kingdom
sustainablility
entrepreneurship
ethics
ethical collections
ethical campaigns
ethical brands
age
target markets
motivation
fashion industry.
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Inderscience Enterprises
Publisher place
Genève
Volume
3
Number
2/3
Start page
179
End page
200
Pages
22
Subject(s)
Division(s)
Eprints ID
240434