Professor Celine Abecassis-Moedas (Catolica Lisbon School of Business & Economics): Omni-Shoring as a Way to Coordinate R&D and Manufacturing
Recent research argues that, when innovation is embedded into the process, R&D and manufacturing need to co-locate in the home country to secure current and future innovation.
While fashion has been shown to be a process-embedded innovation industry and thus an excellent candidate for re-location of manufacturing in home country, macro-economic data and anecdotal evidence do not confirm such trend. Based on this contradiction, our work uses an inductive approach on 18 European fashion firms to understand how firms manage the R&D-manufacturing coordination. The qualitative analysis reveals that there is a range of coordination strategies that are alternative to co-locating design and manufacturing in the home country: reducing distance, segmenting it and managing it (by using proximity: administrative and cultural, organizational or through ICT or travels). These strategies are often managed simultaneous and complement each other, evidencing “omni-shoring”.
Celine Abecassis-Moedas holds a PhD in Management from École Polytechnique, Paris and a MA in Management (Université Paris Dauphine ). She is a graduate from École Normale Supérieure de Cachan and La Sorbonne in Economics and Management. Associate Professor in Strategic and Innovation at CATÓLICA-LISBON. Affiliate Professor at ESCP-Europe, where she is the Academic Director of Lectra Chair "Fashion and Technology". She is non-executive director of Jose de Mello Saude and Europac. Celine Abecassis-Moedas was Assistant Professor at the Centre for Business Management at Queen Mary-University of London and she worked in Business Development at Lectra in New York and as a Consultant at AT Kearney in London.
Seminar organised by the International Business research cluster.