Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe

  • Received September 19, 2016;
    Accepted February 22, 2017;
    Published July 27, 2017
  • Author(s)
    Africa Makasi ,
    Krishna Govender
    ORCID Researcher ID
  • DOI
    http://dx.doi.org/10.21511/ppm.15(2-1).2017.12
  • Article Info
    Volume 15 2017, Issue #2 (cont. 1), pp. 288-300
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  • 2099 Views
  • 791 Downloads

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

This 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.

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    • Figure 1. Structural equation model
    • Table 1. Goodness of fit for final structural equation model
    • Table 2. Summary of hypothesized relationships
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