Authentic Entrepreneurity and Global Entrepreneurship: A Case Study Research on Luxury Fashion Company, Simone

This study investigated a global fashion company with longitudinal two-staged in-depth case study research. Global luxury handbag stems from Aristocratic culture among European. Global luxury brand like Louis Vuitton, Buberry and others have roots in that region. Within dozens of years several global fashion brands such as DKNY, Michael Cors, Coach, and so on are launched in US. Behind the scenes, Simone Co., an entrepreneurial company takes the role of supportive partners. This company has first OEM order from a globally top-tier brand instead of European manufacturer. Since then, it has evolved to provide full package of services from design to delivery. The first entrepreneurial success story from Asia (Breaking the prejudice of ‘Asia discount’). The growth stages starts with the opening the window of opportunity. Authentic entrepreneurity can be stated as “Affordable Luxury in made in Asia.” Simone developed competence of design to be the first ODM in Asia. The vision of Brand Orchestra in Global Opera of Luxury Handbag with global brands continue to be realized with the lead customers and partners. Longevity with DKNY(since 1987), 11 years with LVMH (since 2000) are exceptional partnership. The deeper OCEAN of entrepreneurity was studied from the grounded theory approach to figure out 10 elements of entrepreneurity that linked with Entrepreneurial Orientation(EO) and actions: Innovation, risk taking, and proactive pursuit of opportunities. The global scale of success in fashion entrepreneurship are extraordinary for the sustainablity. The possibility in the sector is based on the combination of the three continental strength of entrepreneurity, and entrepreneurial orientation with innovation, proactiveness, and risk-taking. The value added are increasing with traditions, market, and the craftsmanship. There are some implications to the entrepreneurship scholars, educators, and practitioners in the field.