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Full-Text Articles in Business
Fashion Sense, Nirmalya Kumar, Sophie Linguri
Fashion Sense, Nirmalya Kumar, Sophie Linguri
Research Collection Lee Kong Chian School Of Business
The article focuses on Zara store, which was opened in La Coruña, in Northwest Spain. The stores of Zara had a selling area of 811,100 square meters in 56 countries. Zara had become the best-known fashion brand in Spain and the flagship brand of 5.7 billion euros holding group Inditex, with sales of 3.8 billion euros in the financial year 2004. Among the keys to the success of Zara is its approach to the supply chain. Half of the garments of Zara is sourced around from third parties in low-cost manufacturing locations, including Asia. Basic collection items or wardrobe "staples," …
Mabs: Spreadsheet– Based Decision Support For Precision Marketing, Bert De Reyck, Zeger Degraeve
Mabs: Spreadsheet– Based Decision Support For Precision Marketing, Bert De Reyck, Zeger Degraeve
Research Collection Lee Kong Chian School Of Business
In this paper, we describe a decision support system developed for automatically scheduling and optimising broadcasts of advertisements to mobile phones via SMS (Short Message Service) text messaging. The system, MABS or “Mobile Advertising Broadcast Scheduler”, is developed in Microsoft Excel with a link to Lingo, a modelling language and IP solver. It was developed for a London-based company specialized in location-sensitive precision marketing via mobile phones. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.