Abstract
Abstract Both successful and unsuccessful design+marketing projects in high fashion products and services represent creating and implementing recipes or paths of key success factors (KSFs). While implementing any one KSF is not sufficient for success, creating and taking certain paths that includes partially-independent KSFs is sufficient for success; other paths lead to failure; some paths are never taken because they are never though of or designers consider them to be totally unrealistic options. Consequently, fashion marketing strategists need to look beyond research attempting to learn the net effects of independent influences of KSFs. Configurations (i.e., recipes) representing alternative combinations of design+marketing dimensions are indicators of sufficiency for success versus failure for fashion marketing projects. The study of alternative decision configurations is particularly useful for fashion marketing strategists and researchers. The objectives of this article include (1) describing keys ...
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