A qualitative approach to understanding Hawaiian apparel manufacturers' exports: strategic marketing resources, dynamic capabilities and export barriers
by Youngjin Bahng; Jung-Ha Yang; Andrew Reilly
International Journal of Export Marketing (IJEXPORTM), Vol. 1, No. 1, 2016

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.

Online publication date: Wed, 01-Jun-2016

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