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Flexibilitet på en dynamisk marknad: En kvalitativ tvärsnittsstudie om hur företag arbetar med flexibilitet på en dynamisk marknad
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Flexibility on a dynamic market : A qualitative cross-sectional study on how businesses work with flexibility on a dynamic market (English)
Abstract [sv]

Bakgrund: Modeindustrin är en av de branscher som växt mest under 2000 talet vilket medfört förändringar gällande trender och strukturer på marknaden. Från att massproduktion dominerat produktionsstrategin och dess värdekedja har en dynamisk marknad med dess sporadiska efterfrågan växt fram. Som en följd har värdekedjan och produktionsstrategin utvecklats till att bli allt mer agil och flexibel. Att vara mer flexibel är dock en fråga om prioritering då det kräver resurser, pengar och tid.

Syfte: Syftet med studien är att beskriva och analysera hur Slow Fashion bolag arbetar med flexibilitet på en dynamisk marknad.

Metod: Studien har en kvalitativ forskningsmetod och är en tvärsnittsstudie med två företag som empirisk grund. Empirin har samlats in via semistrukturerade intervjuer samt dokumentstudier.

Slutsats: Studien konstaterar att flexibilitet inte är något som något av de undersökta företagen jobbar aktivt med vilket har skapat en låg lageromsättningshastighet. Flexibilitet är dock inte lika viktigt för dessa företag inom Slow Fashion då deras segment grundar sig på en betydligt stabilare efterfrågan på grund av dess långa produktlivscykler.

Abstract [en]

Flexibility on a dynamic market

A qualitative cross-sectional study on how businesses work with flexibility on a dynamic market.

This study aims to investigate how Slow Fashion companies use flexibility in their project of creating a collection to survive on a dynamic market with high volatile demand. This has been investigated by studying two Swedish fashion companies and the research questions that has been investigated is:

-        How does the companies prioritize between quality, economic and time when developing a new collection?

-        How does the prioritization affect the companies ability to achieve flexibility?

-        How important is flexibility for a Slow Fashion company?

The study is based on interviews with two persons who work at two different Slow Fashion companies. Since there is a lot of research about how Fast Fashion companies work with flexibility, the aim of the study has been to investigate how and if Slow Fashion companies does the same. The study shows that rather than focusing on time in the companies working processes, they prioritize to maintain a high-quality production while keeping the productions costs down. Based on the results obtained in this study, it can be concluded that the companies do not use flexibility with the ambition of launching their products to the market as quick as possible since the demand of Slow Fashion products have a longer durability than Fast Fashion company products. However, they still exist on a dynamic market that requires flexibility in other parts of the value chain. The main contribution from this study is a deeper understanding in how Slow Fashion companies work with flexibility.

Place, publisher, year, edition, pages
2019. , p. 68
Keywords [en]
Slow Fashion, Fast Fashion
Keywords [sv]
Slow Fashion, Fast Fashion, flexibilitet, ledtid, produktlivscykel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-160332ISRN: LIU-IEI-FIL-G--19/02059--SEOAI: oai:DiVA.org:liu-160332DiVA, id: diva2:1352529
Subject / course
Bachelor Thesis in Business Administration (Kandidatuppsats i Företagsekonomi)
Supervisors
Examiners
Available from: 2019-09-19 Created: 2019-09-19 Last updated: 2019-09-19Bibliographically approved

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