Africa Makasi
-
1 publications
-
417 downloads
-
589 views
- 742 Views
-
0 books
-
Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe
Problems and Perspectives in Management Volume 15, 2017 Issue #2 (cont. 1) pp. 288-300
Views: 2099 Downloads: 791 TO CITE АНОТАЦІЯThis article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.
-
3 Articles