The internationalization process of Italian fashion firms: lookingfor an analytical generalization

This study aims to explore the process of internationalization in Italian fashion firms, focusing on the strategy-structure fit and the role of the founding team in providing such a fit. On the basis of a single case study of a leading fashion firm, it emerges that classic deterministic theories of strategy-structure fit in growing firms offer a poor guide. The strategy is entirely ‘emergent’ and inspired by the specific talents of the founding team. Evidence confirms the causal link between strategy and structure: company structure is network-based and evolves according to the emerging strategy. However, the development route does not follow any deterministic model: The Uppsala model of incremental and cognitive internationalization, especially in its revised and network-based form, appears to be a more appropriate reference, being characterized by creative dynamics that are constantly evolving, in line with the founders’ vision and strategy.