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Governing intangible assets across institutional spaces the standardization-adaptation frontier and channel choice in international retail
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Resumo(s)
This paper models the global standardization-adaptation trade-off as a firm-level optimization problem within the frameworks of Industrial Organization and Transaction Cost Economics. Using an empirical qualitative case study methodology focused on international fashion retailer Parfois, we analyze how a multinational enterprise minimizes unit production costs via economies of scale while mitigating local market frictions and information asymmetries. We investigate how specific intangible assets -corporate name, product portfolio, positioning, and brand origin - are managed across diverse regulatory and culturais regimes. Findings reveal that this corporate strategy is non-binary. Centralized governance maximizes minimum efficient scale through global standardization, while selective market differentiation via local adaptation serves as a tactical market-capture mechanism. This strategic posture is determined dynamically by cost structures, technological maturity, and market complexity. Ultimately, we propose a framework of modern operational balance, demonstrating how Industry 4.0 technologies bridge high-efficiency scale and customized cross-border performance under conditions of varying operational and demand-side heterogeneity.
Descrição
Palavras-chave
Economies of scale Industrial organization Transaction cost economics Retail multinational enterprises Strategic trade-offs Standardization-adaptation dilemma Industry 4.0 Fashion retailing Qualitative case study
Contexto Educativo
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Licença CC
Sem licença CC