Naslov
Strategy and Firm Performance in the Croatian Textile and Clothing Industry

Autori
Anić, Ivan-Damir ; Rajh, Edo ; Teodorović, Ivan

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 62 (2011), 1-2; 35-47

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
Croatia ; textile and clothing industry ; competitive strategy ; firm performance

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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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