Agarwal, Varsha2025-02-132025-02-132022-11-012320-2882https://atlasuniversitylibraryir.in/handle/123456789/523ISMEBusinesses compete successfully in the apparel sector by utilizing several business models. Two extremes in the clothing market are H&M and ZARA. ZARA's business plan mostly emphasizes in-house production, while H&M's business model primarily emphasizes outsourcing. The issue is that current theories by themselves are unable to explain why two firms competing in the same setting under the same circumstances select different business models. Given that the complementary aspects are based on traits shared by H&M and ZARA, our analysis is applicable to these two companies. If other businesses can identify their unique selling point, they can utilize the value of complementarities.enBusiness modelBusiness planUnique selling pointBook chapter