The Case Study Of The Gap In The 90's

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Gap, although it was successful in the 1980 's and 90 's, it could not catch up the ground they lost in the 21st century. According to the figure 2.3 in chapter 2 of "Strategic Management In Action," the diagram shows that the critical success factors are the ability to embrace change, creativity and innovation capabilities, and being a world-class organization. The Gap in the 80 's and 90 's was the world-class organization when it came to the staple American fashion but they failed in creativity and innovation. As the trends of fashion changed in the 21st century the Gap could not adapt to the change. Instead, they lost their credibility and stores like H&M took over. When I think of the Gap, I think of over-priced boring clothes. There is …show more content…

The industrial organization view or I/O is focused on external factors. For the Gap, the external factors are the cost of materials and rising labor in their manufacturers in China. The Gap uses raw materials such as cotton, they cannot control the price of cotton when resources are low therefore these are costs that they are not able to forward to consumers but pay upfront as a business. This view also emphasizes the organization 's position in the industry. Coulter explains "if there are significant negative forces in the industry or if the firm has a weak position within the industry, then its profitability will be lower than average" (Coulter, 2016, pg. 30). This seems true for Gap 's position during the case study. The second view is the resource-based view or RBV, which focuses on internal factors. During this particular case study, the Gap was facing some financial urgency because they had taken a big profit hit when they suddenly were not the front-runners in commercial sales after the 90 's. Next, is the Guerrilla view and it includes both internal and external factors. This view is challenged by the continual revolutionary changes in the industry. The Gap saw a revolutionary change in the fashion trend in the 21st century and struggled to keep up with the waves of trends following the 90 's. According to Coulter, "successful organizations must rapidly and repeatedly disrupt the current situation and radically surprise competitors with strategic actions" (Coulter, 2016, pg. 33). This is a strategy CEO Murphy could have used to be the trendsetter instead of having the trends rule the

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