Yen Tran
August 2010
Academy of Management Annual Meeting Proceedings;2010, p1
Conference Proceeding
Competing on stylistic innovation has arguably become increasingly important, but little is known about how stylistic innovations are developed. Using a multiple case study design in the creative fashion industry, this paper identifies an emerging contingent relationship between three product development practices (creative sensing, stylistic orchestration, agile synchronization) and the types of styles pursued in the innovation effort of fashion firms (market-driven vs. identity-driven styles). This study's key contributions to the innovation literature are its crystallization of the key properties of stylistic innovation practices, and its contingencies of how and why they vary across alternative types of stylistic innovation


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