Analysis of the effects of ICTs in knowledge management and innovation: The case of Zara Group

The aim of this paper is to contribute to the study of how information and communication technologies influence on knowledge management processes within organizations and its influence on innovation and co-learning with an economical approach. Although this is a matter of particular relevance in the companies in order to achieve competitive advantages, there is a certain gap in economic literature about such concepts in an integrative way. We propose a theoretical model that relates these concepts and apply it to the case of the textile group Zara. Results show that this company use different types of tools, such as management systems based on electronic communication or automation processes. The application of the case study of the textile group Zara shows that the combined used of these ICTs involve positive effects on socialization, exteriorization, combination and interiorization processes of knowledge management. Moreover, we identify which technologies and KM processes are most beneficial. Co-learning from ICTs favor the development of "living fashion" that involves the redesign new output lines in two weeks' time (product innovation) and a short line production and zero stock policy (process innovation) in the company. (C) 2014 Elsevier Ltd. All rights reserved.