''The replication of strategic format as internationalization method. Calzedonia case.''.

Abstract

Business organizations may expand internationally by replicating part of their value chain, such as products, prices, marketing and communication tools, organizational structures and stores design through the creation of a format. However, it is difficult for replicators to find the right format, to adjust it in order to adapt to local environments and to transfer knowledge abroad. To dicover these issues, I studied the organizational structure of Calzedonia, the firm leader of underwear apparel, involving interested offices with long interviews. I find that Calzedonia, after a period of exploration, proceeded in terms of replicating a format in a flexible manner, supporting an ongoing learning process aimed to adapt what is flexible to the market. The format, in fact, presents two fundamental characteristics: fixed features used everywhere without modifications and flexible ones able to adapt locally. Another finding is how Calzedonia uses the format in its internationalization strategy, through franchising network. I conclude the thesis with an overview of the future challenges just approached by the firm: US and China markets.