The marketing strategy of firms: an inside out perspective
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/757 |
Resumo: | 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 the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies 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 RBT 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 about the marketing strategies of the case companies. |
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Independent Journal of Management & Production |
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The marketing strategy of firms: an inside out perspectivemarketing strategyresource based theorymarketingstrategyThe 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 the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies 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 RBT 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 about the marketing strategies of the case companies. Independent2018-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmltext/xmlhttp://www.ijmp.jor.br/index.php/ijmp/article/view/75710.14807/ijmp.v9i3.757Independent Journal of Management & Production; Vol. 9 No. 3 (2018): Independent Journal of Management & Production; 889-9062236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/757/887http://www.ijmp.jor.br/index.php/ijmp/article/view/757/909http://www.ijmp.jor.br/index.php/ijmp/article/view/757/1606Copyright (c) 2018 Aschalew Degoma Durie, Dr. Getie Andualeminfo:eu-repo/semantics/openAccessDurie, Aschalew DegomaAndualem, Dr. Getie2020-08-26T15:51:41Zoai:www.ijmp.jor.br:article/757Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2020-08-26T15:51:41Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
The marketing strategy of firms: an inside out perspective |
title |
The marketing strategy of firms: an inside out perspective |
spellingShingle |
The marketing strategy of firms: an inside out perspective Durie, Aschalew Degoma marketing strategy resource based theory marketing strategy |
title_short |
The marketing strategy of firms: an inside out perspective |
title_full |
The marketing strategy of firms: an inside out perspective |
title_fullStr |
The marketing strategy of firms: an inside out perspective |
title_full_unstemmed |
The marketing strategy of firms: an inside out perspective |
title_sort |
The marketing strategy of firms: an inside out perspective |
author |
Durie, Aschalew Degoma |
author_facet |
Durie, Aschalew Degoma Andualem, Dr. Getie |
author_role |
author |
author2 |
Andualem, Dr. Getie |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Durie, Aschalew Degoma Andualem, Dr. Getie |
dc.subject.por.fl_str_mv |
marketing strategy resource based theory marketing strategy |
topic |
marketing strategy resource based theory marketing strategy |
description |
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 the sector has performed far below than expected, despite the government‘s continued support to and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The case companies 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 RBT 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 about the marketing strategies of the case companies. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/757 10.14807/ijmp.v9i3.757 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/757 |
identifier_str_mv |
10.14807/ijmp.v9i3.757 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/757/887 http://www.ijmp.jor.br/index.php/ijmp/article/view/757/909 http://www.ijmp.jor.br/index.php/ijmp/article/view/757/1606 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Aschalew Degoma Durie, Dr. Getie Andualem info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Aschalew Degoma Durie, Dr. Getie Andualem |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html text/xml |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 9 No. 3 (2018): Independent Journal of Management & Production; 889-906 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
_version_ |
1797220491485773824 |