PDF Internationalisation of Spanish Fashion Brand Zara - Biu

INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA INTRODUCTION Despite the increased volume of research on the internationalisation of retailing since the end of the 1980s (Burt and Carralero-Encinas, 2000), attention has been devoted to the internationalisation process from the branding perspective (Moore et al., 2000). ................
................