Time makes a difference: Insights from Zara´s success

This paper examines Zara´s success from the perspective of time-based competition. While most of people attribute Zara´s time-based success to its extremely short lead time and regard Zara as a benchmark for speed, this paper argues that a fast speed is indispensable but not sufficient to time-based success. Based on a qualitative analyze of Zara´s operations, tactics and strategies, the paper indicates that: first, speed control and timing are equally essential to time-based success; second, five capabilities are necessary to speed control and timing performance; third, focused factory and throughput management are fundamental tactics critical to achieve these five capabilities; and last, leagile strategy is necessary to achieve time-based competitive advantages.