Historical query data as business intelligence tool on an internationalization context

This article reports theory concerning the key strategies of information search behaviour on an international market-orientation context, proposing a common framework to identify search goals using data generated from the keyword planner from google covering the period 2014/17 applied to the clothing retail sector. A conceptual framework of user goal identification from search data within clothing retail sector is presented and discussed in light of existing empirical studies. For that, a case study of an important fashion retailer has been analyzed: Zara. This firm is situated in the second position within the ranking of most valuable brands of clothes 2015 around the world (Kantar, 2016). A comparative analysis of search patters of this company, between United Kingdom and Spain, has been developed in order to offer the possible internationalization strategies in the online retail sector. User goals are identifyed and are stable over the period of study, a framework that covers main clothing consumer search goals have been identifyed.