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CONTINGENCY ASSIGNMENT BRIEF FOR END OF MODULE ASSESSMENT
Attachment: Case study, “ZARA: Staying Fast and Fresh”.
This is an individual written assignment. In preparation for your submission read and fully analyse the case study “ZARA: Staying Fast and Fresh”, using the appropriate theoretical framework synthesized from the following subject topics (where applicable): (a) patterns and trends in international business in a globalised economy, (b) international trade theory, (c) internationalisation process of the firm, and (d) national sources of competitive advantage. Based on the findings of your analysis, write an essay (3000 words max.) to answer the following question:
Discuss ZARA`s international corporate level strategy over time, from the point of view of local responsiveness, regional expansion and global integration. Include in your conclusions a personal assessment of the company’s prospects for further expansion. Please note that you must make the appropriate theoretical framework explicit in all your arguments.
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