生存营销:非正式服装制造微型企业的生存主义促销组合

IF 2.1 Q3 BUSINESS
Mariette Strydom, Elizabeth Kempen, T. Tselepis
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引用次数: 0

摘要

摘要本文旨在调查新兴市场非正规经济中非正规服装制造微型企业的促销活动。非正规微型企业是南非城镇失业人员的收入和就业选择。最近的研究强调了制定独特营销策略的必要性,以应对新兴市场的挑战,并帮助CMME实现其真正的潜力。在一个企业孵化中心进行了一项定性案例研究,其中包括对13名CMME所有者的个人访谈,以及对5名参与CMME的研讨会的观察。这项研究的结果表明,机会主义自我启动的促销活动和辅助促销活动的普遍性。CMME有选择地采用传统、创新和时尚企业家推广组合策略中包含的一些方法和活动。促销方法的机会主义使用导致了非洲背景下非正式CMME特有的生存主义促销组合。本文对非正规经济背景下的营销文献和非正规服装微企业文献的知识库做出了理论贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Marketing for Survival: The Survivalist Promotional Mix of Informal Clothing Manufacturing Micro-enterprises
ABSTRACT The purpose of this paper is to investigate the promotional activities embraced by informal clothing manufacturing micro-enterprises (CMMEs) in the informal economy of an emerging market. Informal micro-enterprises are both income and job-generating alternatives for unemployed people in South Africa’s townships. Recent research has highlighted the need to develop unique marketing strategies to address challenges in emerging markets and help CMMEs realize their true potential. A qualitative case study, which included personal interviews with 13 CMME owners and observations at a workshop with five participating CMMEs, was undertaken at a business incubation hub. The findings from this study suggested the prevalence of opportunistic self-started promotional activities and assisted promotional activities. CMMEs selectively embrace some of the methods and activities contained in the conventional, innovational and fashion entrepreneur promotional mix strategies. The opportunistic use of promotional methods resulted in the survivalist promotional mix particular to the informal CMME in an African context. This paper makes a theoretical contribution to the knowledge base of marketing literature within the informal economy context, and literature about informal clothing micro businesses.
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来源期刊
CiteScore
4.60
自引率
10.50%
发文量
36
期刊介绍: Journal of African Business is the official journal of the Academy of African Business and Development, the largest network of professionals committed to advancement of business development in African nations. JAB strives to comprehensively cover all business disciplines by publishing high quality analytical, conceptual, and empirical articles that demonstrate a substantial contribution to the broad domain of African business. Regardless of the research context, tradition, approach, or philosophy, manuscripts submitted to JAB must demonstrate that the topics investigated are important to the understanding of business practices and the advancement of business knowledge in or with Africa. Particularly, JAB welcomes qualitative and quantitative research papers. JAB is not, however, limited to African-based empirical studies. It searches for various contributions, including those based on countries outside Africa that address issues relevant to African business. Targeted toward academics, policymakers, consultants, and executives, JAB features the latest theoretical developments and cutting-edge research that challenge established beliefs and paradigms and offer alternative ways to cope with the endless change in the business world. Covered areas: Accounting; Agribusiness Management and Policy; Business Law; Economics and Development Policy; Entrepreneurship and Family Business; Finance; Global Business; Human Resource Management; Information and Communications Technology (ICT); Labor Relations; Marketing; Management Information Systems (MIS); Non-Profit Management; Operations and Supply Chain Management; Organizational Behavior and Theory; Organizational Development; Service Management; Small Business Management; Social Responsibility and Ethics; Strategic Management Policy; Technology and Innovation Management; Tourism and Hospitality Management; Transportation and Logistics
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