Resumen

MALAVER ROJAS, Marleny Natalia; RIVERA RODRIGUEZ, Hugo Alberto; SIERRA POSADA, Melissa  y  CARDONA MADARIAGA, Diego Fernando. Art and strategy: The case study of the fashion industry in Colombia. Pensam. gest. [online]. 2014, n.36, pp.184-205. ISSN 2145-941X.

Nowadays a bigger interest in Fashion has developed in Colombia, which is why it can be interesting to study some companies from the fashion industry, to propose a concept that will allow us to explain the management strategies used through the study of cases like Onda del Mar, Leonisa and Silvia Tcherassi. Through book consultation and interviews, we get to triangulate the information and determine a contrast between theory and actual business reality.

Palabras clave : estrategia; industria de la moda; internacionalizacion; estudio de caso.

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