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

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

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. Table of Contents Abstract 3 Chapter One 5 Introduction to the Study 5 II.Research Questions 9 III.Overview of the Research Problem 10 Chapter Four 36 Results and Analysis 36 Chapter One Introduction to the Study I. Introduction Since the 1970s, globalisation has increasingly become a “catchphrase” symbolising an extensive interdependence between states (Gereffi, Humphrey, Kaplinsky, & Sturgeon, 2001, p. 2). Advances in technology together with the growth of bilateral and multilateral trade agreements have removed or lowered significant barriers to international trade, including the costs of trans-border trade (Urata, 2002). The Internet has introduced a new method for the simultaneous distribution of information, products and services across borders. Consumers are now in a position to obtain information and purchase products and services with the mere “click of a mouse” (Dierks, 2001, p. 14). As Dierks (2001) points out, the Internet together with e-trade and e-commerce are “transforming entire industries” (p. 14). According to Knight (2000), one of the main consequences of globalisation is the internationalisation of firms. Globalisation has brought with it an interconnectedness and interdependence of global economies, which in turn has resulted in firms using marketing and trade strategies to become internationalised (Knight, 2000). For the purpose of this study, the working definition of globalisation is: ...the process in which more and more people become connected in more different ways across larger distances (Lechner, 2009, p. 15). Internationalisation ...Show more


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