Resumen

BENAVIDES, Giovanny Fernando. Evolutions and perspectives of the Zara strategy in Latinamerica. Rev. esc.adm.neg [online]. 2013, n.75, pp.102-121. ISSN 0120-8160.

The aim of this paper is to make an analysis of the strategies used by the Inditex group, which allows it to reach a significant market positioning in Europe and also to analyze the internationalization strategies which apply to Latin America in its process of expansion, based on its largest market, Asia. For this reason, we initially evaluate the global market positioning of Zara as a brand name, focusing on a wide variety of perspectives (competition, development, sales, etc.), reflected on the European and Latin American markets, then stating all possible observations of the object of study, and finally highlighting its market penetration strategy potentials towards the Asian market.

Palabras clave : Internationalization; Exporting; Business; Companies; Strategy; Expansion; Inditex.

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