Title: A qualitative approach to understanding Hawaiian apparel manufacturers' exports: strategic marketing resources, dynamic capabilities and export barriers

Authors: Youngjin Bahng; Jung-Ha Yang; Andrew Reilly

Addresses: University of Hawaii at Manoa, 2515 Campus Rd., Miller Hall 201C, Honolulu, HI 96822, USA ' West Virginia University, P.O. Box 6124, Morgantown, WV 26506, USA ' University of Hawaii at Manoa, 2515 Campus Rd., Miller Hall 208A, Honolulu, HI 96822, USA

Abstract: Hawaii is highly dependent on imported consumer goods which include apparel products. Even aloha wear (i.e., Hawaiian shirts and dresses) is often imported from other countries (e.g., China, India) because of the low cost advantages. The purpose of this study is to understand how Hawaii apparel manufacturers' (HAM) export businesses are performing in globalised circumstances. Understanding HAM's export business performance based on their marketing resources and export barriers can make important contributions to the academic literature and the apparel manufacturing industry in Hawaii. The results of the study revealed that a global market partnership is one of the most important factors that can boost exports. Collaborating with trustworthy international trade agencies turned out to be another key to success in exports. Government support (e.g., subsidy, tax benefit) and practical educational training (e.g., export seminars) may be necessary, and legal protection of designs should be adopted internationally.

Keywords: Hawaii; apparel industry; garment industry; clothing industry; exporting; apparel manufacturing; strategic marketing; marketing resources; dynamic capabilities; export barriers; qualitative approach; export firms; global partnerships; trust; trustworthy trade agencies; international trade agencies; collaboration; government support; subsidies; tax benefits; educational training; export seminars; legal protection; design protection.

DOI: 10.1504/IJEXPORTM.2016.076847

International Journal of Export Marketing, 2016 Vol.1 No.1, pp.96 - 113

Received: 08 Aug 2015
Accepted: 11 Feb 2016
Published online: 01 Jun 2016 *

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