Modelling the reasons to establish B2C in the fashion industry

The Internet is changing the way in which businesses operate. ‘Brick and mortar’ companies can now use the Internet to reach more customers and sell products in addition to the traditional channels. Moreover, the Internet is an excellent means of communication and advertisement. Nevertheless, only a minority of the businesses operating in the fashion sector have developed e-commerce.This paper studies the decision of establishing B2C in one of the Top European fashion designing businesses. The findings show that the use of cognitive maps can help in the decision making process identifying the true strategic objectives that a firm pursues.