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Marketing capabilities and firm performance in fashion retailing

Marketing capabilities and firm performance in fashion retailing Intense competition and short product life cycles in fashion retailing present a number of marketing challenges for retail firms in both the USA and abroad. In order to survive in this industry, it is vital for participants to develop and leverage core marketing capabilities. The current study examines the effectiveness of different marketing capability factors in a cross-section of the US specialty apparel and footwear retailing sector (n = 60 retail firms). Data were collected from marketing executives in a national mail survey. Specifically, marketing capabilities in image differentiation, promotions, external-market knowledge and customer service are examined for their impact on firm level performance. A two-stage structural equation model is used to test the study's hypotheses. Results suggest that the most effective marketing capabilities, in terms of performance, are image differentiation and promotional capability. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Marketing capabilities and firm performance in fashion retailing

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020310496976
Publisher site
See Article on Publisher Site

Abstract

Intense competition and short product life cycles in fashion retailing present a number of marketing challenges for retail firms in both the USA and abroad. In order to survive in this industry, it is vital for participants to develop and leverage core marketing capabilities. The current study examines the effectiveness of different marketing capability factors in a cross-section of the US specialty apparel and footwear retailing sector (n = 60 retail firms). Data were collected from marketing executives in a national mail survey. Specifically, marketing capabilities in image differentiation, promotions, external-market knowledge and customer service are examined for their impact on firm level performance. A two-stage structural equation model is used to test the study's hypotheses. Results suggest that the most effective marketing capabilities, in terms of performance, are image differentiation and promotional capability.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Dec 1, 2003

Keywords: Competitive strategy; Marketing management; Fashion industry

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