Indeed, the years since 1989 have witnessed an unprecedented internationalization of current American concepts of freedom.
In this sense, IM is based on marketing categories, that is consumer behavior, market research, and 4Ps applied to international operations (this view is adopted by the article); and (c) IM can also be seen as the gradual internationalization process of marketing knowledge, whereby marketing concepts and practices developed in the United States are adopted progressively worldwide.
This brand positioning concept might be useful for their internationalization in twofold: First, focusing on basic apparel design enabled them to be free from design localization across different foreign markets.
In internationalization, the brands' integrated supply chain and the brand concept focusing on basic apparel facilitated their foreign market entries by increasing internalization advantage from OLI model and by shortening the time for design localization.
Subsequent the business internalization theory, the speed of internationalization in the digital entrepreneurship era is considered as a vital concept which to date is not well understood.
Extant entrepreneurship literature have generally focused on firm level outcomes of EO such as performance (Wiklund and Shepherd, 2003; Naldi et al., 2007; Rauch et al., 2009) and internationalization (Javalgi and Todd, 2011), partially ignoring the predictors of EO concept.
Internationalization leads to an increasing demand for internationally recognized standards.
In these contexts above, the two brands' positioning concepts can be debated as the driving force of their internationalization.
The two brands' integrated supply chains and the positioning concept as basic, quality apparel at low price contributed to facilitating their internationalization.
Generalizing to a larger context of Schumpeter's concept of innovation (Schumpeter 1934), with the concept of open innovation2 and of internationalization processes, an open national innovation system (ONIS) has been proposed with internal and external components and agents and relationships.
