Sustaining Competitive Advantages in the Apparel Industry Through Inter-Functional Coordination in the Digital Transformation Era <i>– An Exploratory Case Study</i>

Apparel companies are increasingly embracing digital transformation to bolster their competitiveness and adapt to evolving market demands. Using a case study, in-depth interviews, and field studies research methods, this study explores a well-known apparel company that enhances its sustained competitive advantages by improving interfunctional coordination (IFC) through digital transformation. Based on coordination theory and dynamic capabilities theory, the findings explore the driving forces of digital transformation, the implementation of digital transformation focusing on IFC, and the sustained competitive advantages by improved IFC through digital transformation in the apparel industry. The findings provide valuable insights into understanding the potential of IFC in the apparel industry to enhance sustained competitive advantages in the digital transformation process. It lays the groundwork for future research in this area.