Para estudiar la actividad internacional de las empresas minoristas de moda proponemos un marco que analiza las diferentes dimensiones de “incrustación” en los mercados exteriores con las capacidades dinámicas. Partiendo de nueve entrevistas en profundidad a directivos de empresas del sector, obtenemos que cada dimensión de incrustación se apoya en diferentes capacidades dinámicas. La social requiere capacidades de construcción de marca que interactúen con las capacidades de gestión del canal y de gestión del conocimiento; la relacional está respaldada por las capacidades de gestión de los canales, mientras que la territorial lo está también por las capacidades de gestión de los canales.


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