Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe
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DOIhttp://dx.doi.org/10.21511/ppm.15(2-1).2017.12
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Article InfoVolume 15 2017, Issue #2 (cont. 1), pp. 288-300
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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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JEL Classification (Paper profile tab)L67, 0120, M31
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References67
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Tables2
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Figures1
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- Figure 1. Structural equation model
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- Table 1. Goodness of fit for final structural equation model
- Table 2. Summary of hypothesized relationships
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