CATOLICALISBON：ZARA案例研究-快速时尚概念的领导者（英文版）（64页）.pdf

1、ZARAS CASE STUDY|CATLICA-LISBON SCHOOL OF BUSINESS AND ECONOMICS ZARAS CASE STUDY The Leader in the Fast Fashion Concept Author:Maria Joana Mascarenhas de Lemos Advisor:Professor Pedro Celeste Dissertation submitted in partial fulfillment of requirements for the degree of MSc in Business Administrat

2、ion,at the Universidade Catlica Portuguesa,date 2013 ZARAS CASE STUDY|CATLICA-LISBON SCHOOL OF BUSINESS AND ECONOMICS ii Acknowledgements This dissertation is the result of hard work and effort to obtain the information necessary for its completion.It was a challenge to develop a topic related to Za

3、ra and the Inditex Group,however,my personal goal was accomplished.I chose this topic having a sense of the difficulties I had to overcome as Zara follows a low profile policy which prevents it from transmitting any information regarding the companys strategy.For this reason,it would have been much

4、more difficult to conclude my master dissertation without the contribution of several people who enable and motivate me throughout its development.First of all,I would like to start showing my acknowledgement for the support given by Professor Pedro Celeste,my dissertations advisor,who was always av

5、ailable to advise me and to answer my questions concerning my thesis.From Zara,I would like to show appreciation for the help given by Pedro Vidigal,Marketing Director of Zara in Portugal,in the beginning of my thesis.Even though he could not give any information regarding the companys strategy,he w

6、as available for a more informal conversation and provides me with general information about the company.I would also like to thank the“audit team”,my group of friends from the master,with whom I had the opportunity to develop different projects and share experiences during the last year.In particul