Abstract
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.
Highlights
The literature indicates that openness plays a prominent role in explaining the economic growth and productivity of firms (Krugman, Obsfeld, & Melitz, 2012, p. 37), little is known on how organizations should react to changes in market competition generated by trade liberalization (Frésard & Valta, 2013, p. 6)
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 clothing and textile (C&T) sector to withstand the adverse effects of globalization
The findings show that policy-makers should enact benefits on quality arising from a standardized marstringent regulations to prevent the entry of cheap keting strategy could assist the clothing sector commodities into the C&T market; the role companies to service the higher end sections of the of the state in this instance is not to stifle competition, market
Summary
The literature indicates that openness plays a prominent role in explaining the economic growth and productivity of firms (Krugman, Obsfeld, & Melitz, 2012, p. 37), little is known on how organizations should react to changes in market competition generated by trade liberalization (Frésard & Valta, 2013, p. 6). In light of the above, our current research sought to critique marketing strategy making in the context of globalization of Zimbabwe’s clothing and textile sector, and argue empirically for a new approach to developing and implementing competitive marketing strategies. The literature will focus on the importance of key variables, namely standardization, integration, information technology and government policies and their relationship with the sustainability of clothing and textile companies through competitive marketing strategy development, and explain how these are conceptualized into a theoretical model which is empirically evaluated. Porter (1985) argues that sustainable marketing strategy, which will help superior performance can be achieved in a com- guarantee the future of clothing and textile competitive industry through the pursuit of a generic panies in Africa and other developing nations. Strategy, which he defines as “the development of overall cost leadership, differentiation, or a focused approach to industry competition” (p. 55)
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