Ekonomski pregled, Vol. 62 No. 1-2, 2011.
Prethodno priopćenje
STRATEGY AND FIRM PERFORMANCE IN THE CROATIAN TEXTILE AND CLOTHING INDUSTRY
Ivan-Damir Anić
Edo Rajh
Ivan Teodorović
Sažetak
This paper examines the differences and similarities in strategies employed by companies operating in the Croatian textile and clothing industry.n The analysis i based on company survey comprising 80 manufacturers. The data was analyzed using k-mean cluster analysis, one-way analysis of variance (ANOVA) and chi-square test. Research results indicate that textile and clothing manufacturers employ two major strategies: low cost strategy and value-oriented strategy. While low cost strategy implies lower material costs, emphasis on subcontracting and lower level of brand intensity, value-oriented strategy comprises the production of firms’ own products, own brand development and higher level of production costs. The results further indicate that value-oriented strategic approach yields signifi cantly more value added per employee, sales volume per employee, and return on sales (ROS) than low-cost strategy, and thus appears to provide a means by which textile and clothing manufacturers may mitigate the effects of increased price competition and achieve competitive advantage in the marketplace.
Ključne riječi
Croatia; textile and clothing industry; competitive strategy; firm performance
Hrčak ID:
64984
URI
Datum izdavanja:
1.3.2011.
Posjeta: 2.797 *