![José L. Nueno en su despacho del IESE Business School 05/09/2012 José L. Nueno en su despacho del IESE Business School 05/09/2012](http://www.jlnueno.com/wordpress/wp-content/uploads/Jose-L-41-150x150.jpg)
“The economics of global competition are such that consumer choice is diminishing in many sectors, which is not necessarily a bad thing – there’s little evidence of consumer resistance,” says Professor Nueno. “Recognizing this, Zara pinned its future on being able to supply well-targeted, fast-changing garment collections more efficiently that anyone had done...
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