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Marketing strategies of textile companies : the case of selected medium and large Ethiopian textile companies

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dc.contributor.advisor Getie Andualem Imiru Aschelew Degoma Durie 2017-04-07T12:21:29Z 2017-04-07T12:21:29Z 2017-03
dc.identifier.citation Aschelew Degoma Durie (2017) Marketing strategies of textile companies : the case of selected medium and large Ethiopian textile companies, University of South Africa, Pretoria, <>
dc.description.abstract The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because it has performed far below expectation, despite the government‘s unreserved support to the sector and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The cases were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBV was the theory employed to explain the differences in performances among firms‘ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding and to explain about the marketing strategies of the firms. The major findings of the study indicate that the emphasis given to marketing strategy and the marketing resources and capabilities commitment thereof were found to be so low that the companies seemed to equate marketing strategy with selling strategy. Furthermore, the companies failed to link their marketing enabling environment with their marketing strategy. Similarly, such weak link was reflected between the firms‘ marketing strategy and their market performances. Hence, the marketing strategies of the case companies are so weak that with their current marketing strategy, it is difficult for them to be competent in the local market, let alone in the international markets. Generally, both empirical and conceptual conclusions were drawn from the findings. As a result, the cross-case findings indicate that marketing resources commitment is linearly linked to marketing strategy which in turn is linked to export performances. Therefore, it can be understood that the link between enabling environment and marketing strategy is direct and the link between marketing strategy and marketing performances is linear. Hence, it can be understood from this transitivity that there exists a link between firms‘ enabling environment and their marketing performances. en
dc.format.extent 1 online resource (vii, 269 leaves) : illustrations
dc.language.iso en en
dc.subject Marketing strategy en
dc.subject Marketing strategy formulation en
dc.subject Marketing strategy implementation en
dc.subject Marketing capabilities en
dc.subject Marketing resources en
dc.subject Resource based view en
dc.subject Marketing performance en
dc.subject Marketing enabling environment en
dc.subject Marketing en
dc.subject Strategy en
dc.subject.ddc 338.476770688
dc.subject.lcsh Textile industry -- Ethiopia -- Marketing en
dc.subject.lcsh Marketing -- Ethiopia -- Management en
dc.subject.lcsh Organizational behavior -- Ethiopia en
dc.title Marketing strategies of textile companies : the case of selected medium and large Ethiopian textile companies en
dc.type Thesis en
dc.description.department Business Management en D.B.L.

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