Thesis & Academic Publications

Global Branding for Fashion Entrepreneurs

How Womenswear SMEs Design Their Companies to Grow Internationally | 2016

This research identifies the resources and capabilities utilized for brand development and internationalization of entrepreneurial womenswear designer fashion enterprises (DFEs), presenting an original contribution to knowledge using the concept of dynamic capabilities as a ‘lens’ to explore the creation of brand identity in the context of the international fashion system.

Using grounded theory methodology, this research presents a theoretical framework and a series of eight original contributions to knowledge defining the product development activities, operational resources and capabilities, dynamic brand development capabilities and processes of organizational learning that impacts brand identity and internationalization strategies for entrepreneurial fashion brands.