A study into globalisation impact on fashion and garment industry, using Internet as the main tool: Implication for the small an

A study into globalisation impact on fashion and garment industry, using Internet as the main tool: Implication for the small an Dissertation example
Masters
Dissertation
Marketing
Pages 60 (15060 words)
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“A study into globalisation’s impact on fashion and garment industry, using the Internet as the main tool: Implications for the small and medium sized enterprises’ strategic management and marketing.” Certification I certify that this dissertation is original and any material and ideas obtained from the work of other writers are credited using Harvard referencing format…

Introduction

This is reportedly true especially for SMEs in the fashion and garment industry. There is much optimism that the Internet can provide SMEs with the tools necessary for marketing their fashion and garment products internationally and therefore enabling them to succeed. This research investigates the impact of globalisation on the fashion and garment industry where the Internet is the main marketing tool and focuses on the implications for SMEs. A qualitative case study is conducted in which primary and secondary data is collected. The primary data consist of interviews with 12 SME owners/managers in the fashion and garment industry. The secondary data consists of browsing the interviewees’ websites, the websites of other SMEs and larger firms in the fashion and garment industry. The results of this study indicate that SMEs in the fashion and garment industry do not feel compelled to become internationalised and are satisfied to use the Internet to expand their customer base at home and to increase patronage to their high street stores. The Internet has been used successfully in this regard and these SMEs are doing well and are optimistic about their future. The results are discussed. ...
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