GANT: Creating Value Across A Virtual Network

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GANT: creating value across a virtual network

A good example of a virtual organisation is the Swedish clothing brand GAnT. At


the centre of the network is Pyramid Sportswear AB, which directly employs fewer
than ten people. Pyramid contracts with designers, identifies trends, uses contract
manufacturers, develops the retailer network and creates the brand image through
marketing communications. Through its databases, Pyramid closely monitors sales,
inventories and trends. Its network of closely co-ordinated partners means it can
react quickly to changes in the market. The network itself changes as requirements
change, and it will use different designers, freelance photographers, catalogue
producers, contract manufacturers and so on as appropriate.

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