Abstract
Purpose – The purpose of this study was to obtain an immediate and deeper understanding of apparel import intermediaries' (AII) secrets to success in the hyper‐dynamic US apparel market environment.Design/methodology/approach – Personal in‐depth interviews were conducted with 13 US apparel industry experts who provided an insider's lived experience of the industry. Within a holistic hermeneutic analysis, emergent themes were classified into two broad theme categories: the meaning of success and secrets to success.Findings – The study's informants defined success as a long‐term presence, a platform from which they could impact the industry through creative expression. AIIs' secrets to success emerged as immersion knowledge management; simultaneous dual relationship management; and flexibility saturation.Research limitations/implications – Although qualitative research methods are designed for a deeper understanding of the topic of interest, the study findings of an immediate and lived experience within the...
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