Dissertations / Theses on the topic 'Textile industry – Ethiopia – Marketing'

This research project contributes to understanding how Swedish textile companies use sustainable marketing to express transparency on digital platforms and official documents. Are marketing efforts transparent among firms that promote a clear sustainable focus by not misleading readers? The chosen qualitative methods were document analysis evaluating approximately 91 documents combined with content analysis with 15 Instagram posts analysing how firms transparently express their sustainable focus and offer. The results showed a connection between understandable motivating sustainable statements, proactive approach and vital transparency. It also indicates a link between vague defensive statements and greenwashing tendencies based on inattention writing rather than purposely misleading the reader with unmotivated values. Marketing efforts are generally not transparent in the Swedish textile industry among firms that promote a sustainable focus. Upcycling showed more transparency than rental and second-hand segments. Sustainability is expressed more clearly and directly in transparent firms and has more potential to spread accurate information to customers leading to a positive influence on sustainable consumption. Transparency indicates to be a more competitive tool in sub-industries where sustainability needs to be more addressed to explain the products or services to attract customers that otherwise could be lost.

The US textile industry has traditionally been import-impacted rather than export-oriented. Recent data reveal a significant growth in US textile and apparel exports, indicating that US manufacturers are aware of the importance of expanding internationally. Europe represents the second most important export destination for American textiles. The purpose of this research was to examine the export involvement and marketing characteristics of eight US interior furnishing textile (IFT) manufacturers who market to the EC, and to determine their perceptions of how the creation of the EC 1992 Single Market would affect their future marketing strategies and market potential. The case study method, i.e., personal interviews, was used to investigate the expectations of IFT exporters regarding the EC 1992 market potential, and investigated whether they plan to adapt their export marketing strategies to the changing regulatory and business environment in the EC 1992 Single Market. The informants were drawn from the US IFT companies participating at the Heimtextil 1993 trade show in Frankfurt, Germany. Multiple sources of evidence were used for compilation of final case study reports. Cross-case comparisons revealed that IFT manufacturers exported up to 20 percent of their total sales in 1992, and half of the respondents considered the EC as their primary export market. The firms were direct exporters, catered to wholesalers and distributors, and utilized a focus market niche strategy. Styling and price competitiveness were most commonly mentioned as firms’ competitive advantages. The EC market was viewed merely as an extension of the domestic market. An EC-wide pricing strategy was utilized, and the profit structure in the EC tended to be higher than in the US. Marketing functions in the EC were performed by agents/distributors. Trade shows and product samples were commonly utilized as promotional tools. The executives of the companies under investigation were sensitive to the changing EC external environment and optimistic about the future market potential in the EC 1992 Single market. Major adjustments of their marketing strategies in the new Europe were related to entry modes, distribution and products.
Master of Science

This research investigates the attitudes and perceptions of the E-Markets as members of their value chain in the textile industry. The study began by formulating a basic understanding of the nature of buyer-to-buyer (B2B)s well as electronic marketplaces. Fundamentally, E-markets change the relationship dynamics between buyers and sellers from "one-to-one" to "many-to-many."

The effects of the March 1990 deregulation policy on the marketing of agricultural products are examined in terms of price levels, price variability and market integration for maize, tef, noug and sorghum for the Bako, Tibe and Shoboka markets of the Wollega and Shoa regions of Ethiopia. Weekly price data from 1986 to 1993 are used. The price level and price variability changes are tested using a T-test and F-test respectively while market integration is tested using traditional price correlation analysis and Granger's and Johansen's methods of cointegration analysis. Deregulation has resulted in an increase in real prices which has also, in most cases, been accompanied by an increase in price variability. The price correlation and Granger methods indicate improvement in market integration under deregulation while Johansen's method indicates similar levels of market integration for both regulated and deregulated marketing systems. Increased price variability might thwart the perceived benefits of deregulation and further research is needed to identify its causes and to provide appropriate policy recommendations.

In common with many other branches of engineering in the UK, the textile engineering industry has lost its competitiveness in international markets. The aim of this study was to gain an understanding of the reasons underlying this decline. In particular, the research focused on understanding the role that marketing factors have played in the declining competitiveness of the industry and the means by which British management and the government may be able to overcome this problem and improve the competitive situation of the industry. A thorough examination of the literature dealing with competitiveness was carried out and based upon this, specific hypotheses were formulated and tested. The empirical investigation was carried out during the period between March and June 1986. A questionnaire was mailed to 128 firms in the British textile machinery industry. The subsequent analysis is based on a total sample of 31 companies which is considered to be reasonably representative of the industry as a whole. The findings of the field work revealed that the steady decline of the UK textile machinery industry international competitiveness is linked to a lack of marketing orientation. Many British companies are production or sales-oriented rather than marketing oriented. By contrast, the in-roads being made into the UK market by foreign textile machinery manufacturers were largely based on a strategy aimed at satisfying customer needs and wants. To improve the performance of this industry in the UK, it is recommended that a marketing oriented approach should be adopted by British management and the government should take steps to remove the obstacles which impede the performance of the industry, such as inadequate investment, lack of qualified R&D personnel and the proliferation of bureaucratic practices.

As a new emerging industrializing nation, industrial pollution is a challenge in Ethiopia. To address the problem, the government has introduced different laws, policies, strategies and established environmental organizations at federal and regional levels. However, the government has not performed well in this regard due to various barriers militating against sustainable industrial pollution control and management. Partly this is due to organizational weaknesses, lack of effective implementation of standards as well as the absence of expertise and capacity building. The aim of this research is to investigate the practice of industrial pollution control and management in Ethiopia with particular emphasis on two selected industries. For the practical investigation a methodology that combines semi-structured interview from key informants in industrial pollution, together with documentary and observational data has been employed. The findings of the research show that the magnitude of industrial pollution is rapidly increasing in the country. This is particularly the case in the textile and leather industries. It is also more severe in urban centers where most of the industries are located. The problem is most operating industries in Ethiopia do not have waste treatment plants. They simply discharge their untreated effluent to the nearby rivers or drainage facilities in violation of the established standards. Even for those industries with treatment plants (including the two case study industries) the treatment plants are not functioning properly due to cost implications; and they discharge their effluent to the nearby rivers with nominal treatment. Thus, they are sources of damage to the environment and the nearby communities. The main barrier to industrial pollution control has been the application of weak form of sustainable development policy and lack of institutional regulations—including laws and organizational implementing mechanisms. This is manifested through lack of political will on the part of the government to enforce the existing industrial pollution control laws; lack of capacity (resource and personnel) and coordination among the environmental organizations. On the part of the affected community there is lack of awareness and organization to protect their constitutionally enshrined right—the right to clean and healthy environment. Similarly there is also lack of corporate social responsibility on the side of the two industries subject of the study.

This study, in very broad terms, is concerned with the contribution of marketing to the success of small companies with particular reference to the textile industry in Egypt. There is abundant evidence that marketing has a fundamental role to play in firms of every size, even in small companies with limited resources. Nevertheless, an examination of the literature reveals that the marketing concept was introduced as a concept applicable to big companies and little attention, therefore, has been paid to marketing in small companies, particularly in underdeveloped countries such as Egypt. Small companies, however, cannot adopt the same marketing strategies as used by large ones. The study, therefore, examines possible marketing strategies for small companies with specific reference to Egypt. In addition to investigating the environmental factors prevailing in Egypt as a developing country and how these factors affect marketing development in small companies, it suggests that the ana lysis must be conducted in the light of Islamic teachings regarding marketing since Egypt is an Islamic country. These teachings, it is argued, are consistent with the societal marketing philosophy. However, it is suggested that there is a distinct lack of awareness and understanding of the Islamic marketing philosophy among the managers of Egyptian small companies - indeed of all Egyptian enterprises. It follows that linking the societal marketing concept to the Islamic doctrines may contribute to persuading the Egyptian management, with special reference to small companies' managers as exemplified by the textile industry, to adopt and implement the societal marketing approach in their business. In this regard, it may be useful to point out that the present study is the first attempt to deal with marketing strategies of Egyptian small companies on the one hand, and handling this problem within the framework of Islamic teaching and a developing economy on the other. To achieve the ends specified above, a thorough examination of the literature relating to Islamic marketing teachings as well as the literature pertaining to the applicability of the societal marketing concept and marketing techniques to small companies in general and in Egypt in particular, was carried out and based upon this examination specific hypotheses have been formulated and tested. The empirical investigation was undertaken in small Egyptian manufacturing textile companies in both the public and private sectors. The study was conducted using a sample of 5 public firms and 100 private companies representing the total number of firms working in this industry. Personal interviews employing three structured questionnaires was the method used for data collection from these companies. The findings of the field work reveal that the managements of the two kinds of companies investigated for the most part pay only limited attention to marketing and consider the societal marketing concept irrelevant to their business. In addition, there is an association between the degree of marketing development and the specific environmental variables which have been suggested as influencing the status of marketing in these companies, namely: 1. The lack of awareness, understanding and adoption of the Islamic marketing doctrines. 2. The small size of companies. 3. Government control over the marketing mix elements and other areas of decision making. 4. The shortage of competent managerial know-how, particularly in the field of marketing. 5. The lack of competition in practical terms.

The purpose of this research was to identify the expertise of CAD graphics operators/managers in the design and marketing phases of textile/apparel product development. Additionally, the purposes were to determine the effect of CAD graphics on product development in the textile/apparel industry, and to identify future needs and uses of CAD graphics in the industry. A questionnaire was sent to 117 CAD graphics operators/managers. The results from the questionnaire were obtained through frequency and percentage distributions. The major findings of this study concluded that textile design and/or colorations and coloration of sketches were the major uses for CAD graphics systems. The shortening of response time of development of idea in design cycle was the major benefit of using a CAD graphics system. Future needs and wants were found to be mainly in the areas of better color control, matching and selection, better resolution in printing, and faster, larger printout capabilities.
Master of Science

The role of Information and Communication Technologies (ICTs) as a facilitator and enabler for development and poverty reduction has been increasingly recognised by many international organisations. ICTs need to be diffused in society to have their effects realised. The diffusion of ICTs in developing countries is lagging behind the developed countries creating the digital divide. Although the divide is reducing in many sub-Saharan countries, in Ethiopia it is increasing. The purpose of this study is to find the factors that affect the adoption and nonadoption of ICTs in small and micro businesses in Addis Ababa, Ethiopia. A number of sectors were explored and the hotel and tour operator sector was found to have both adopters and non-adopters. The hotel and tour operator business in Addis Ababa was selected to be the study population. The main research question was to find the connection between the political, economic, and social factors and the adoption and use of ICT in this sector. While cultural, social-economic, political and legal factors affect the adoption of innovation in both developed and developing countries, these factors are more pronounced in the developing countries. Rogers’ diffusion of innovation theory is a good initial theoretical candidate for understanding the ICT diffusion factors. However, to include the national level factors, a theoretical framework was proposed based on Rogers’ diffusion of innovation theory. An exploratory research method was used to shed light on the adoption and non-adoption factors. It uses mixed methods research methodology in two phases to collect data from owners/managers. In the first phase in-depth interviews were conducted with 16 hoteliers who adopted ICT in their businesses. In the second phase survey questionnaires were used to collect data from 128 hoteliers and 57 tour operators. In this phase both adopters and non-adopters of ICT were included. Data were analysed using NVivo and Statistical Package for Social Sciences (SPSS) software packages. This study argues that the telecommunications monopoly, the non-affordability of ICT products and services, the general economic situation, lack of knowledge and awareness of the technology, and lack of legal protection for small hotels affect the adoption negatively. On the other hand, network externalities, competition among hoteliers, and major customers (foreign) act as a facilitator agent and have a positive impact on the adoption of ICT. The researcher argues that the political, social, economic, technological and legal policies are the sources of the adoption and non-adoption factors of ICTs in the hotel and tour operator business.

Baigiamajame magistro darbe nagrinėjami Lietuvos tekstilės pramonės tarptautinio konkurencingumo didinimo aspektai. Aprašoma tekstilės pramonės tarptautinio konkurencingumo reikšmė šiuolaikiniam Lietuvos ūkio sektoriui. Mokslinių šaltinių analizės metu buvo nustatyta, kad pramonės tarptautinis konkurencingumas priklauso nuo tokių veiksnių kaip santykiniai ar absoliutūs šalies pranašumai (klimatinės sąlygos, geografinė padėtis, apsirūpinimas ištekliais ir pan.), naujų technologijų taikymo gamybos procese, investicijų, valstybės politikos įgyvendinant pramonės tarptautinio konkurencingumo didinimą. Siekiant įvertinti Lietuvos tekstilės pramonės tarptautinį konkurencingumą buvo atlikti empiriniai tyrimai, kurie leido nustatyti veiksnius, labiausiai veikiančius šalies tekstilės pramonę ir jos konkurencingumą. Taip pat darbe analizuojama įvairių šalių patirtis tekstilės pramonės tarptautinio konkurencingumo didinimo srityje. Išnagrinėjus teorinius ir praktinius aspektus, darbe yra pateikiamos rekomendacijos Lietuvos tekstilės pramonės tarptautiniam konkurencingumui didinti. Darbo pabaigoje yra suformuluotos išvados ir pasiūlymai. Darbą sudaro 7 dalys: įvadas, tekstilės pramonės tarptautinio konkurencingumo didinimas – Lietuvos ūkio sektoriaus plėtros prioritetas; teoriniai modeliai, taikytini tekstilės pramonės konkurencingumui didinti; Lietuvos tekstilės pramonės tarptautinio konkurencingumui įvertinti skirti empiriniai tyrimai; rekomendacijos Lietuvos tekstilės pramonės... [toliau žr. visą tekstą]
At the master thesis Lithuanian textile industry international competitiveness improving aspects are being researched. The meaning of textile industry international competitiveness to modern Lithuania economics is being described. During scientific sources analysis it was found that the industry's international competitiveness depends on factors such as relative or absolute advantages of the state (climate, geographical position, resources and self-sufficiency, etc..), new technologies in the production process, investments, government policy in the international competitiveness of industry . In order to assess the Lithuanian textile industry international competitiveness empirical surveys were disposed, which allowed the identification of the factors most affecting the country's textile industry and its competitiveness. It was also examined the practice of the various countries in textile industry international competitiveness improvement. The examination of the theoretical and practical aspects of the work is presented recommendations Lithuanian textile industry to increase international competitiveness. At the end of the thesis conclusions and suggestions were performed. Structure: introduction; textile industry international competitiveness improvement is modern Lithuanian economics priority; theoretical models, whitch can be used to improve textile industry international competitiveness; empirical researches used to evaluate the international competitiveness of... [to full text]

Följande studie undersöker generation Y:s uppfattning om trovärdig marknadsföring av ekologisk hållbarhet inom textil- och modeindustrin i digitala medier. Studien är en kvalitativ intervjustudie med fokus på hållbarhet i marknadsföring, individens tolkning av marknadsföring och trovärdighet. All insamling av data har skett genom personliga semistrukturerade intervjuer som efter transkribering och analys slutligen leder till resultatet av generationens uppfattning av ekologisk marknadsföring. Studiens informanter tillhör generation Y, som är individer födda mellan år 1978 till och med 1995. De har alla en eftergymnasial utbildning samt använder sig av digitala medier dagligen. Urvalet valdes på grund av att majoriteten av generationen har en eftergymnasial utbildning och därmed högre lön än andra generationer men även på grund av generationens kräsna och ständigt jämförande konsumentbeteende. I studien deltar åtta stycken informanter som ingår i urvalet. Studiens resultat visar att generation Y, trots sin kräsna och ständigt jämförande konsumentbeteende, kan nås av marknadsföring med ekologisk hållbarhet inom textil- och modebranschen och att generationen föredrar lättillgänglig och utförlig information om hur, varför och vad det resulterar i. Generationen upplever att siffror och statistik ökar känslan av trovärdig marknadsföring i digitala medier samt att skandaler som innebär förfalskning av- eller undanhållande information om varumärkets arbete med ekologisk hållbarhet får dem att tappa sin tillit till varumärket, i vissa fall till och med resultera i en vägran att konsumera hos varumärket.
The following study examines Generation Y's perception of credible marketing of ecological sustainability in the textile and fashion industry in digital media. The study is a qualitative interview study focusing on sustainability in marketing, the individual's interpretation of marketing and credibility. All data collection has been done through personal semi-structured interviews that, after transcription and analysis, ultimately lead to the result of the generation's perception of ecological marketing. The study's informants belong to generation Y, who are individuals born between 1978 and 1995. They all have post-secondary education and use digital media daily. The selection was chosen because the majority of the generation has a post-secondary education and thus higher salaries than other generations, but also because of their discerning and constantly comparative consumer behavior. The study involved eight informants who were included in the sample. The study's results show that generation Y, despite their discerning and constantly comparative consumer behavior, can be reached by marketing with ecological sustainability in the textile and fashion industry and that the generation prefers easily accessible and detailed information on how, why and what it results in. The generation also feels that numbers and statistics increase the sense of credible marketing in digital media and that scandals involving falsifying or withholding information about the brand's work on ecological sustainability cause them to lose their trust in the brand, in some cases even result in a refusal to consume from the brand.

Baigiamajame magistro darbe nagrinėjamas žmogiškųjų išteklių formavimo ir panaudojimo tobulinimas pramonės įmonėse. Pateikiama metodinės, mokslinės literatūros analizė siekiant išsiaiškinti žmogiškųjų išteklių formavimo ir tobulinimo principus ir problemų sprendimo būdus. Atlikta Lietuvos aprangos ir tekstilės pramonės sektoriaus analizė, pasitelkiant anoniminę anketinę apklausą. Analizės tikslas – išsiaiškinti ir išnagrinėti Lietuvos aprangos ir tekstilės pramonės įmonėse vykdomą žmogiškųjų išteklių formavimo ir panaudojimo tobulinimo politiką, nustatyti silpnąsias vietas žmogiškųjų išteklių formavimo ir tobulinimo srityse. Suformuotas žmogiškųjų išteklių formavimo ir tobulinimo modelis, pritaikytas Lietuvos tekstilės ir aprangos pramonės sektoriaus įmonėms. Išnagrinėjus teorinius ir praktinius žmogiškųjų išteklių formavimo ir panaudojimo tobulinimo vertinimo aspektus, pateikiamos baigiamojo darbo išvados ir pasiūlymai. Darbą sudaro šios dalys: įvadas, teorinė dalis, analitinė dalis, projektinė dalis, išvados ir pasiūlymai, literatūros sąrašas. Darbo apimtis – 89 p. teksto be priedų, 43 iliustr., 8 lent., 61 bibliografinis šaltinis. Atskirai pridedami darbo priedai.
The thesis dealt with the formation of human resources development and utilization of industrial plants. Available methodical, scientific literature to determine human resource development and improvement of the principles and problem-solving techniques. Work comprise theoretical and methodical issues analysis, using an anonymous questionnaire. Clothing and textile industry, aiming to clarify and examine the Lithuanian apparel and textile companies' human resources development and utilization to improve policies which address vulnerabilities in human resource development and improvement in areas dominated by this sector. Formed by human resource development and improvement of the model is adapted to Lithuanian textile and clothing industry clothing industry. An examination of theoretical and practical human resource development and use of assessment to improve aspects of the final conclusions and recommendations. Structure: introduction, theoretical part, analytical part of the project, conclusions and suggestions, references. Thesis consists of: 89 pages of the plain text, 43 pictures, 8 tables, 61 bibliographical entries. Annexes included.

Denna forskningsstudie är en kvalitativt undersökande studie av svenska modeföretags hållbarhetskommunikation utifrån en utvärdering av konsultmodellen The Seven Sins of Greenwashing. Studien ämnar att undersöka hur The Seven Sins of Greenwashing fungerar som ett verktyg och ramverk för att analysera svenska modeföretags hållbarhetskommunikation samt om greenwashing förekommer i deras gröna marknadsföring med hjälp av The Seven Sins of Greenwashing. Studiens teoretiska perspektiv ämnar att på ett holistiskt sätt bemöta de forskningsbegrepp och studier som relaterar till greenwashing e.g legitimitet, isomorphism och decoupling. Föreliggande studie har valt att flytta fokus från kunden och kundens relation till hållbarhet för att istället kritiskt granska och analysera modevarumärkens gröna marknadsföring och kommunikation av modeprodukter. Därmed utgör organisationer studiens analytiska perspektiv, eftersom att allt fler modeföretag använder sig av grön marknadsföring som ett sätt att visa sig hållbara gentemot konsumenter. Vi har identifierat ett forskningsgap för kvalitativa studier som undersöker greenwashing utifrån ett organisatoriskt perspektiv, och med användandet av The Seven Sins of Greenwashing som ett analytiskt redskap inom modebranschen. Studiens syfte är att granska information och kommunikation som görs genom modeföretags hållbarhetsrapporter utifrån modellen The Seven Sins of Greenwashing. För att studera undersökningens syfte ställs följande frågeställningar; (RQ1) Hur fungerar The Seven Sins of Greenwashing som en teoretisk modell för att analysera stora kommersiella företag inom modebranschen? och (RQ2) Hur uttrycker svenska modeföretag sitt hållbarhetsarbete genom deras hållbarhetsrapporter? Förekommer greenwashing utifrån modellen The Seven Sins of Greenwashing? För att besvara studiens syfte och forskningsfrågor har studien utgått ifrån kvalitativa innehållsanalytiska metoder och tematisk kodning utifrån ett på förhand givet kategoriseringssystem av innehållsliga områden kopplade till The Seven Sins of Greenwashing. Studiens resultat kunde identifiera greenwashing i företagens hållbarhetsrapportering utifrån The Seven Sins of Greenwashing främst genom otydliga, vaga och irrelevanta påståenden som användes i hållbarhetsrapporterna för att uttrycka och beskriva företagens hållbarhetsarbete. Slutsatser dras om att TerraChoice (2009) konsultmodell The Seven Sins of Greenwashing fungerar som ett analytiskt verktyg och ramverk för denna typ av akademiska studier. Slutsatser kan också dras, genom användandet av modellen, att samtliga företag som ligger till grund för undersökningen på olika vis greenwashar i sin hållbarhetskommunikation.
This research study is a qualitatively investigative study of Swedish fashion companies sustainability communication based on an evaluation of the consulting model The Seven Sins of Greenwashing. The study aims to investigate how The Seven Sins of Greenwashing works as a tool and framework for analyzing Swedish fashion companies sustainability communication and whether greenwashing occurs in their green marketing with the help of The Seven Sins of Greenwashing. The theoretical perspective of the study aims to respond in a holistic way to the research concepts and studies that relate to greenwashing, e.g legitimacy, isomorphism and decoupling. In our study, we have chosen to shift the focus from the customer and the customer's relationship to sustainability to instead critically examine and analyze the fashion brands' green marketing and communication of fashion products. Thus, organizations constitute our analytical perspective, as more and more fashion companies use green marketing as a way to prove themselves sustainable towards consumers. We have identified a research gap for qualitative studies that examines greenwashing from an organizational perspective, and with the use of The Seven Sins of Greenwashing as an analytical tool within the fashion industry. The purpose of the study is to examine information and communication made through fashion companies sustainability reports based on the model The Seven Sins of Greenwashing. To study the purpose of this study the following questions are asked; (RQ1) How does The Seven Sins of Greenwashing work as a theoretical model for analyzing large commercial companies within the fashion industry? and(RQ2) How do Swedish fashion companies express their sustainability work through their sustainability reports? Does greenwashing occur based on the model The Seven Sins of Greenwashing? We have addressed the study's purpose and research questions with qualitative content analytical methods and thematic coding based on a pre-given categorization system of content areas linked to The Seven Sins of Greenwashing. The results of the study were able to identify greenwashing in the companies sustainability reporting based on The Seven Sins of Greenwashing mainly through unclear, vague and irrelevant statements that were used in the sustainability reports to express and describe the companies sustainability work. Conclusions are drawn that TerraChoice (2009) consulting model The Seven Sins of Greenwashing serves as an analytical tool and framework for this type of academic study. Conclusions can also be drawn, through the use of the model, that all companies that form the basis of this study in different ways greenwash in their sustainability communication.

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.
Business Management
D.B.L.

International business is much more complicated than domestic business because countries differ in many ways. Countries have different political systems economic systems. Cultural practices can vary dramatically from country to country, as the education and skill level of the population, and countries are at different stages of economic development. Moreover, development of multinational strategies involves consideration of threats, opportunities, key success factors, and strategy options and issues that do not appear when the analysis is restricted to operations within a single country. In particular, the evaluation of a market must take into account the political and economic risks associated with individual countries. Thus the external analysis becomes much more demanding. South Africa's trade and industrial policy has moved away from a highly protected, inward-looking economy towards an internationally competitive system that is able to capitalize on its comparative advantages. Enhancement of the competitiveness of industries on the domestic and international markets has consequently become a prime focus of the country's industrial policy. International trade in textiles and clothing is conducted on an immense scale. Textile and clothing producers were responsible for 9.3 per cent of world exports of manufacturers in 2001 . Barriers to entry for new firms and exporters are low, and consequently the degree of international competition is intense. Competitive advantage is very difficult to sustain for long periods of time. Newcomers speedily challenge successful exporters of basic products, and they must redirect their activities towards the production of higher value-added textiles and clothing in order to survive and prosper. Textile industry represents a main role in South Africa's economy. However, during the year of 2003 Department of Trade and industry has recorded 20,000 job losses due to significant increase in imports, largely from China, as well as a fairly noticeable decline in exports both facilitated by the strengthening of the Rand. South Mrica and Mauritius are the only countries in the region with established textile industries, but the cost of labour is relatively expensive and productivity is lower than in some competitor nations, such as China. The labour union - SA Clothing and Textile Workers Union (SACTWU) believes the root causes of the large-scale job losses was due to the South African government's rush to liberalise markets by cutting import tariffs in the mid- to late 1990s. During the 1980s the clothing and textile industry benefited from protectionist tariffs levied on imported goods. However, this changed when South Mrica signed the General Agreement on Trade and Tariffs (GATT). The government agreed that clothing and textile tariffs would be reduced, but the union contends that they were cut more quickly and aggressively than the World Trade Organisation (WTO) had expected. The industry was not able to cope with that, and what followed were enormous job losses. Multi-national organizations from South Africa have a choice to extend their global reach, due to the government export incentive programme, the mature companies can diversify their firms to emerging market in order to exploit their technological advantages and invest internationally. If a firm's primary goal is to maximize their shareholder's value, then they and probably the economy are better off if they invest or export where they can earn the best return. As they do so, change in the global macro-environment further confounds the choices inherent in building a strategic organization. Some understanding of the organization's external and internal environment always drives strategy, as an international organizational better choice. In the most general sense, the long-run monetary benefits of doing business in South Mrica are a function of the size of the textile and clothing market, the present wealth (purchasing power) of consumers in the market, and the likely future wealth of consumers. Also the South Mrican multi national companies can have the opportunity to gain export market in USA, Canada, Europe and other trade countries in South Mrica. In order to achieve economic growth and competitiveness In South Mrica, it is recommend that the several issues cutting across the textile industrial sector need to be addressed through knowledge transfer, training, investment and management. Innovative technologies need to be developed to strengthen the competitiveness.
Thesis (MBA)-University of Natal, 2004.

碩士
國立臺灣科技大學
管理學院MBA
102
Textile industry plays an important role for Indonesian economy. For many years Indonesia has been one of the largest textile exporters in the world. However, despite the growing demand for textile products worldwide, Indonesian textile companies are losing their market share in the global textile markets. This study discovered two main reasons: (1) Growing competition from overseas manufacturers, especially low cost producers in China and Vietnam. With 37.8% global market share, China is the largest textile exporter in the world. While Vietnam has become the fastest growing textile exporter, with annual growth rate of over 7.5%. (2) Ineffective marketing strategy employed by Indonesian textile companies. This study examines the current situation of Indonesian textile industry with respect to the present international competition. The main research methodology of this study is a case method on an Indonesian textile manufacturing company. The case study investigates the current marketing strategy employed by the company and discovered the lack of proper marketing strategy for the present competitive environment. Therefore, the main focus of this study is to propose a new marketing strategy based on the present external environment and internal company condition. Utilizing the Marketing Strategy Planning Process framework, a new marketing plan was proposed using the following steps: 1. Analysis on external environment, customer needs, company objectives and resources, and competitors. 2. SWOT analysis. 3. Market segmentation and targeting. 4. Product differentiation and positioning strategy. 5. Developing marketing mix for the target markets.

碩士
國立高雄大學
國際企業管理碩士學位學程
105
This study investigates the macroeconomic conditions that have influenced the deceleration of the Colombian international trade during the last decade, and propose strategies to increase the Colombian textile industry international competitiveness, based on the understanding of the Colombia’s business environment and its attractiveness in international marketplaces. PEST analysis framework is used to identify major issues in the business environment inside the country, then Porter’s diamond model and SWOT analysis is used to analyze the current advantages and disadvantages of Colombia’s Textile Industry. Although Colombia has taken important steps towards a free market economy, with a thriving and sustainable democracy, as well as, opening its market with FTA’s with different potential markets, the textile industry in Colombia must generate skills that enable it to compete with international brands, diversify markets, increase participation in its product offering and value-added formats and take advantage of the opportunities generated by global trends.

碩士
國立政治大學
企業管理研究所(MBA學位學程)
107
Taiwan’s traditional textile industry has been long labeled as “Sunset Industry”, faced with the highly competitive pressure of low labor costs and high productivity in emerging countries such as mainland China or Southeast Asia, Taiwan’s textile industry has decided to transform and develop towards innovative, product differentiated functional textile market. Conforming to the trend of times, environmental awareness has gradually risen, the value of functional textiles has increasing to the new level, and the scale has continued to expand. Taiwan’s textile industry see the light at the end of the tunnel, from the traditional textile that applied in the heavy industry to the high- addition textile product that use in the functional clothes, the development ability could compete with Japan, Italy Milan, combined with industry production capacity, integrity of industry clusters, a good relationship with international companies and a strong research and innovation capacity, Taiwan’s functional textile industry now become the star of the international, providing nearly 70% of the world ‘s international famous brand of sport and outdoor. With the support of the government and the Textile Federation, Taiwan has developed a unique global functional textile certification system to verify the quality of the textile. The image of Sunset Industry now has become a Sunrise Industry. However, there are more the 4,000 registered textile companies in Taiwan, how to maintain a greater growth in the continued competition environment is what we concerned. This research bases on the 4C strategic marketing analysis(Created by Professor Chiou, Jyh-Shen) as the main analytical framework for four variables: the cost-effectiveness of units, information search costs, the cost of moral crisis, and the cost of addiction of company A, to ensure that the opportunity for growth and maintain long- term competitive advantage.

碩士
國立臺灣大學
商學研究所
93
Facing the challenges from market, ROC’s textile industry has transformed toward developing high additive value products, own brands and marketing channels. On the way toward this transformation, the players of ROC’s textile chemicals industry also have to think how to ally with textile industry, effectively use the resources of textile industry and marketing strategies to develop high added value functional chemicals and own brands. This study is to study the successful and unsuccessful “brand alliance” cases in the textile chemicals industry. To give textile chemicals suppliers a reference on how to apply “brand alliance” strategy for their brands. The findings of this study are: 1. textile chemicals industry is worthy for local companies to put more resources for developing markets. 2. For functional textiles chemicals, the players can use “co-branding” strategy to ally with other companies in the vertical or horizontal value who are complementary and have the same interests to share mutual resources for developing market. Leveraging the power of ROC’s sound textile industry structure, exercising brand alliance strategies as a whole to strengthen international competitiveness.

碩士
東海大學
高階經營管理碩士在職專班
102
With trend and evolution, the needs and preferences for functional textiles vary these days. They have different orientations. In a market segment planning, effective product development process is the key to successful in garment production. Somehow, concrete product development can only be defined so long as product demands are being determined. After referring to the related literature and questionnaire, functional textiles share characters which are hard to tell difference by vision, hard to tell difference by touching and recognize the benefits only you have ever used. The research against key element of functional textile product development uses AHP (Analytic Hieraracy Process) to calculate relative weights of customer demands ensuring the accuracy and consistency of assessment weights. The main principle result says “ the performance of functional textiles-wicking and waterproof” occupies main weight of 44.7%. Further more, Design “safe, comfort, soft and good looking design” occupies relatively main weight of 14.1% in secondary principle of functional textiles demands. Those two results show there is cross point between functional textiles and comfort or between customer satisfaction coefficient and preferences. That could reflect true demands. In the analysis of key element of functional textile product development, the rain wear with waterproof and high breathability occupies weight of 46.5%.The result means demands and product design are the key to successful in garment development. Product development team can allot all resource based on survey result. With AHP survey result, The overall overcome shows the performance of functional textiles and outfit design are key elements gaining competitive position in garment industy.

碩士
輔仁大學
織品服裝學系碩士班
106
Having gone through the stages of emergence, development, and maturity, the textile industry has come a long way to become one of the most important industries in Taiwan. However, the worldwide globalization tide has brought in enormous competition to every industrial sector on this island, and now the textile sector is already in a transformation period for some time, seeking to upgrade its R&D and design capabilities by innovating and adopting advanced know-how and technologies. Meanwhile, efforts are made to renovate marketing strategy and technique by various enterprises. Corporate image building is a crucial part of marketing strategy. A successful corporate image can reinforce potential customers’ impression of the company/brand and enhance the effect of product promotion. Corporate image is also an important external information when potential customers are making their product searching and it can be a key element in influencing their purchasing behaviors. This research uses Honmyue Enterprise Co., Ltd., a fabric manufacturer with a history of more than 40 years, as the case. The researcher intends to find out if the amelioration of corporate image can influence customers’ impression and product promotion, and furthermore to explore the effect of image renovation on tradition textile industry by participating Honmyue’s image renovation process from planning to design phases and through observing and in-depth interviewing with the company’s core persons, relevant sales representatives as well as important customers from upstream and downstream sectors. The result shows that, the renovation of the corporate identity can indeed create more substantial value for Honmyue, such as the formation of positive circle of management, the appeal for human resources, the price advantage, the increase of business cooperation opportunity, the raise of company’s credit and better competitiveness of products.

More and more Textile and Clothing (T&C) companies decide to integrate sustainability into their corporate strategy. Although the T&C industry linked to sustainability has been the subject of various studies, to the best of our knowledge, little research exists, which focuses on the integration of sustainability into corporate strategy in special regards to European T&C companies with global value chains. This dissertation explores a set of institutional, organizational and individual drivers, barriers and success factors for the integration of sustainability into corporate strategy of a European T&C company. The results are based on a case study of the exemplary VAUDE - a family-owned, sustainable outdoor outfitter company and stand in accordance with Institutional Theory and Stakeholder Theory as theoretical frameworks explaining why companies deal with sustainability. The determined drivers are dependent on a coherence of all levels of analysis, i.e. institutional, organizational and individual. The barriers are of institutional and organizational nature only and the success factors are predominantly found on the institutional level. The findings present significant suggestions for other T&C companies that seek to integrate sustainability into their corporate strategy and for the T&C industry to create a sustainability friendly environment to drive more T&C companies to become sustainable. It further supports T&C companies in identifying potential barriers, how to overcome them and successfully integrate sustainability into their corporate strategy. The results reveal, that it only works, if sustainability is strongly integrated into one's corporate strategy and deeply anchored in all departments and daily tasks of a T&C company.
Cada vez mais empresas de Têxteis e Vestuário (T&V) decidem integrar sustentabilidade na sua estratégia empresarial. Embora a ligação entre a indústria de T&V e sustentabilidade tenha sido objeto de vários estudos, pouca pesquisa existe, focada na integração de sustentabilidade na estratégia empresarial, nomeadamente em empresas europeias de T&V com cadeias de valor globais. Esta dissertação explora os incentivos, obstáculos e fatores de sucesso institucionais, organizacionais e individuais para a integração de sustentabilidade como estratégia empresarial. Os resultados são baseados no "Case Study" da exemplar VAUDE, uma empresa familiar e sustentável de fornecimento de indumentária para o exterior e estão de acordo com a "Institutional Theory e a Stakeholder Theory", enquadramentos teóricos que explicam porque é que as empresas lidam com sustentabilidade. O estudo mostra que os incentivos estão dependentes de uma coerência coletiva a três níveis - institucional, organizacional e individual. As barreiras são apenas de natureza institucional e organizacional e os fatores de sucesso são predominantemente a nível institucional. Os resultados constituem sugestões para outras empresas de T&V que procurem integrar sustentabilidade na sua estratégia empresarial, bem como para a própria indústria de T&V para criação de um ambiente que promova sustentabilidade, incentivando empresas a tornarem-se sustentáveis. Apoia ainda empresas de T&V a identificar potenciais barreiras, define como devem ser ultrapassadas e como integrar com sucesso sustentabilidade na estratégia empresarial. Os resultados revelam que tal apenas funciona se sustentabilidade estiver fortemente integrada na estratégia empresarial e refletida profundamente em todos os departamentos e tarefas diárias da empresa de T&V.

Abstracts in English, Zulu and Southern Sotho
Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications.
Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano.
Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo.
Communication Science
D. Phil. (Communication Science)

Dissertação de mestrado em Marketing e Gestão Estratégica
A aplicação do marketing relacional nas relações de compromisso e confiança entre o grupo Inditex e as empresas têxteis Portuguesas. Esta dissertação analisa a “aplicação do marketing relacional nas relações de compromisso e confiança entre o grupo Inditex e as empresas têxteis Portuguesas”, com base nos princípios da relação entre o “commitment” (compromisso) e “trust” (confiança). Pretende-se identificar, a partir dos fundamentos do marketing relacional “como” e “porquê” se estabelecem relações de “compromisso” e “confiança", qual a “cooperação” obtida e o seu impacto na “performance” das empresas. O marketing relacional é entendido entre os vários autores, como o mecanismo através do qual se criam relações estáveis e duradouras entre parceiros, fornecedores e clientes, com benefícios de valor para todas as partes. O “compromisso” e a “confiança”, são variáveis do modelo de Morgan e Hunt (1994), que se vão aplicar a um estudo de caso múltiplo que abrange quatro empresas. O princípio de base para a “confiança” é o acreditar entre as partes e para o “compromisso” a vontade das partes estabelecerem relações. A metodologia de pesquisa foi essencialmente qualitativa, tendo por base uma entrevista semiestruturada. As entrevistas foram realizadas a responsáveis de quatro empresas identificadas como tendo uma relação de negócio com o grupo Inditex. Da análise de dados das entrevistas concluiu-se “como e de que forma” o grau de compromisso e confiança influenciaram a cooperação e qual o impacto desta na performance das empresas. Outro aspeto importante foi o de verificar qual o valor obtido com o relacionamento estável e duradouro, bem como, qual a vontade das partes em manter esse mesmo relacionamento. O estudo deste tema é relevante porque permite compreender o quadro das relações que se estabelecem entre uma empresa de um grupo internacional ligado à distribuição de moda, com as respetivas subcontratadas, localizadas na região norte de Portugal.
This dissertation analyses the “application of relationship marketing in the commitment and trust relationships between the Inditex group and the Portuguese textiles companies”, having as basis the principles of the relationship between “commitment” and “trust”. With this dissertation I want to identify, through the foundations of relationship marketing, “how” and “why” “trust” and “commitment” relationships are established; what is the “cooperation” and its impact in the “performance” of the companies. The relationship marketing is understood, among several authors, as the mechanism to understand how stable and lasting relationships among partners, suppliers and clients are made, with valuable benefits to all the parts. The “commitment” and “trust” are variables of the Morgan and Hunt model (1994), which are going to be used in a study of multiple case that comprises four companies. The basics principle to “trust” is the belief and the reciprocation between the parties involved in a relationships. In case it takes place there is an impact on to the “commitment” is the will of the several parts to establish relationships. The research methodology was mainly qualitative, having as basis a semi-half structured interview. The interviews were made to managers of the four companies identified as having a business relationship with the Inditex group. From the interviews data analyses it is shown “how and in which way” the level of both commitment and trust influenced the cooperation and what is the impact of this in the performance of the companies. Another important issue was to verify what was the amount obtained with the stable and durable relationship, and also what is the will of the involved parts to maintain the same relationship. The study of this topic is relevant because it allows the understanding of the chart of relationships that are established between a company of an international group connected to fashion distribution, with the subcontracted ones, located in the north area of Portugal.