Abstract

GARCIA DE LEON P., Guadalupe. Estrategias corporativas y reconfiguración de las cadenas de proveeduría del vestido hacia Estados Unidos: el caso de la firma Levi Strauss & Co.. Estud. front [online]. 2009, vol.10, n.20, pp.103-128. ISSN 2395-9134.

This article presents a summary of the corporate strategies of the Levi Strauss & Co. firm, a company that has had an important role in each one of the phases of Mexico's process of integration into the global apparel production: the integration under the shared-production programs, the first stage of NAFTA, and the current stage of decline of Mexican exports and re-positioning of China. The central argument is that, by analyzing the competitive strategies of the leading firms of global apparel networks - as in the case of Levi's -, we can get closer to the restructuring logic of these networks and understand the changing terms of the international insertion of the countries and firms involved, as in the case of Mexico.

Keywords : Levi Strauss & Co.; global apparel networks; NAFTA; international trade; competitive strategies.

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