Styling and Design in multi-segmented Market Strategies: The Case of the Italian Knitwear Sector

Sweater manufacturers adopt strategic technologies based on the continuous development of product innovation and marketing strategies that are based on a constant growth of marketing capacity (specialized and structural), in order to allow them a leading role in micro-segments of world markets. The research was carried out through analytical case studies of the most representative firms of the sector, which constituted a privileged research laboratory. The paper provides many implications for management practice and avenues for future academic research.