{"title":"探讨本地和跨国公司对发展中国家服装行业初级营销专业人员的技能要求","authors":"T. Chowdhury, Nusrat Zaman Anon","doi":"10.1080/20932685.2021.1939758","DOIUrl":null,"url":null,"abstract":"ABSTRACT The purpose of this study is to offer an ‘employability skill index” for entry-level marketing professionals in the apparel industry and compare the skill requirements of local and multinational companies (MNCs). The study applies Structural Equation Modeling approach for index development. Primary data were collected through a structured questionnaire from 1082 managers of 18 local and 16 MNCs operating in the apparel industry in Bangladesh. Convergent and discriminant validities of the proposed index were tested. The research revealed a six-dimensional 22-item skill index with significant differences in skill requirements between local and MNCs. The skills MNCs prioritized are major courses taken, research-based internship, written communication skills, and English language ability. Local companies, on the other hand, put preferences on experience, team building ability, network skill, and effective listening. The literature review revealed that there is a lack of quantitative studies to offer employability skills for entry-level marketing managers in the apparel industry in the South Asia region. Therefore, the current study is original and adds significant value to the literature. The proposed skill index can help the universities to design their courses accordingly to increase the employability of marketing graduates in the apparel industry.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2021-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1939758","citationCount":"1","resultStr":"{\"title\":\"Exploring skill requirements of local and multinational companies for entry level marketing professionals in the apparel industry in a developing country\",\"authors\":\"T. Chowdhury, Nusrat Zaman Anon\",\"doi\":\"10.1080/20932685.2021.1939758\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT The purpose of this study is to offer an ‘employability skill index” for entry-level marketing professionals in the apparel industry and compare the skill requirements of local and multinational companies (MNCs). The study applies Structural Equation Modeling approach for index development. Primary data were collected through a structured questionnaire from 1082 managers of 18 local and 16 MNCs operating in the apparel industry in Bangladesh. Convergent and discriminant validities of the proposed index were tested. The research revealed a six-dimensional 22-item skill index with significant differences in skill requirements between local and MNCs. The skills MNCs prioritized are major courses taken, research-based internship, written communication skills, and English language ability. Local companies, on the other hand, put preferences on experience, team building ability, network skill, and effective listening. The literature review revealed that there is a lack of quantitative studies to offer employability skills for entry-level marketing managers in the apparel industry in the South Asia region. Therefore, the current study is original and adds significant value to the literature. The proposed skill index can help the universities to design their courses accordingly to increase the employability of marketing graduates in the apparel industry.\",\"PeriodicalId\":46269,\"journal\":{\"name\":\"Journal of Global Fashion Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.3000,\"publicationDate\":\"2021-07-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/20932685.2021.1939758\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Global Fashion Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/20932685.2021.1939758\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Fashion Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/20932685.2021.1939758","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Exploring skill requirements of local and multinational companies for entry level marketing professionals in the apparel industry in a developing country
ABSTRACT The purpose of this study is to offer an ‘employability skill index” for entry-level marketing professionals in the apparel industry and compare the skill requirements of local and multinational companies (MNCs). The study applies Structural Equation Modeling approach for index development. Primary data were collected through a structured questionnaire from 1082 managers of 18 local and 16 MNCs operating in the apparel industry in Bangladesh. Convergent and discriminant validities of the proposed index were tested. The research revealed a six-dimensional 22-item skill index with significant differences in skill requirements between local and MNCs. The skills MNCs prioritized are major courses taken, research-based internship, written communication skills, and English language ability. Local companies, on the other hand, put preferences on experience, team building ability, network skill, and effective listening. The literature review revealed that there is a lack of quantitative studies to offer employability skills for entry-level marketing managers in the apparel industry in the South Asia region. Therefore, the current study is original and adds significant value to the literature. The proposed skill index can help the universities to design their courses accordingly to increase the employability of marketing graduates in the apparel industry.
期刊介绍:
The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.