Purpose – The purpose of this paper is to examine the co-creation of small and medium enterprise (SME) designer fashion brands during internationalisation. Design/methodology/approach – As an exploratory study, this research utilises grounded theory methodology and incorporates the use of 38 semi-structured in-depth interviews with designer fashion enterprises (DFEs) and their support network of sales and PR agencies. Findings – Co-creation was identified as an important element for the successful integration of the entrepreneurial DFE into the global fashion industry network. Within relationship marketing, the concept of co-creation emphasises consumer experience, influence and power in the development of brand value. However current understanding of co-creation inadequately explains the development of the entrepreneurial designer fashion brand, requiring examination of the concept using grounded theory. The findings of this research highlight how these SMEs react and respond to the interpretation of the...

中文翻译：

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中小企业设计师时装企业的共创与发展

目的——本文的目的是研究国际化过程中中小型企业 (SME) 设计师时尚品牌的共同创造。设计/方法/方法——作为一项探索性研究，本研究利用扎根理论方法，并结合了对设计师时装企业 (DFE) 及其销售和公关机构支持网络的 38 次半结构化深度访谈。调查结果——共同创造被确定为创业型 DFE 成功融入全球时尚产业网络的重要因素。在关系营销中，共创的概念强调消费者体验、影响力和品牌价值发展的力量。然而，目前对共同创造的理解不足以解释创业设计师时装品牌的发展，要求使用扎根理论检查概念。这项研究的结果突出了这些中小企业如何对……的解释做出反应和回应。