Resumo
Para estudar a actividade internacional das empresas retalhistas de moda propomos um quadro que analisa a relação entre as diferentes dimensões de enraizamento nos mercados externos e as capacidades dinâmicas. Partindo de nove entrevistas em profundidade a gestores de empresas do sector, obtivemos que cada dimensão de enraizamento se apoia em diferentes capacidades dinâmicas. A dimensão social requer capacidades de construção da marca que interajam com as capacidades de gestão do canal e de gestão do conhecimento; Tanto a dimensão relacional quanto a dimensão territorial são sustentadas pelas capacidades de gestão dos canaisReferências
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