Abstract
This paper explores the business strategies of Turkish apparel firms (which are mostly small-sized companies) by examining the competitive conditions which have guided the industry over decades. It presents the current state of the industry as manifested in the companies' core strategies within a strategic fit framework and resource-based view. It identifies the current problems faced by Turkish apparel manufacturers and marketers, with a particular reference to the small- and medium-sized firms in this internationally competitive industry. Then, the paper offers some recommendations to foster the competitiveness of these firms. Finally, it draws conclusions by assessing and comparing the business behaviours and strategies of the Turkish firms and by considering industrial and firm-specific factors.
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