Niche Market Opportunities in the Global Marketplace

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dc.contributor.advisor Dr. Nancy L. Cassill, Committee Co-Chair en_US
dc.contributor.advisor Dr. John Dutton, Committee Member en_US
dc.contributor.advisor Dr. William Oxenham, Committee Co-Chair en_US
dc.contributor.advisor Dr. Michelle Jones, Committee Member en_US
dc.contributor.author Parrish, Erin Dodd en_US
dc.date.accessioned 2010-04-02T19:05:32Z
dc.date.available 2010-04-02T19:05:32Z
dc.date.issued 2003-06-25 en_US
dc.identifier.other etd-06242003-091046 en_US
dc.identifier.uri http://www.lib.ncsu.edu/resolver/1840.16/4984
dc.description.abstract The purpose of this research was to analyze how a niche strategy can be used by US textile and apparel companies to compete with lower priced imports. With the increasing globalization of the industry, it has been suggested that companies focus on products that offer a competitive advantage over commodity products (Standard and Poor's, 2003). One way of doing this is to focus on specialized, or niche, products. The conceptual models used in this study provided a framework for specialization within trade. The trade theories examined were 1) Ricardo's Comparative Advantage Theory (Ricardo, 1817), 2) Heckscher-Ohlin Trade Theory of Factor Proportions (Heckscher & Ohlin, 1991), 3) Posner's Technology Trade Gap Theory (Posner, 1961), 4) Vernon's Theory of the Product Life Cycle of Trade (Vernon, 1966), and 5) Porter's Model of Competitive Advantage (Porter, 1998). Each of these trade theories predicts specialization as a result of trade. This means that as trade barriers decrease, a country's resources will focus on those processes in which it has a competitive advantage. For the US textile and apparel industry, this means moving away from basic textile items used in apparel production, such as basic fabrics, and moving towards more focused and specialty products, which includes niche products. The methodology used in this study consisted of two phases. Phase I used a deductive research design with an aim to clarify niche strategy issues and provide breadth on the topic (quantitative data). The instrument utilized in this phase was an online survey, which was developed by the researcher and contained three sections: company information, niche markets and globalization. Because of the limited literature on niche markets, the survey was used to obtain information to develop Phase II of the study. The initial sample for Phase I was made up of 63 companies from five sectors in the US textile and apparel industry. These were fiber and yarn producers, mill producers, sewn goods producers, retailers, and auxiliary companies. The final sample consisted of 19 companies from four of the five sectors. Phase II used an inductive research design, with a case study methodology (qualitative data). The two-page interview questionnaire was developed by the researcher and was used to provide depth to the issues uncovered in Phase I. The sample consisted of two companies from each of the four sectors (fiber and yarn, mill products, sewn goods, and auxiliary), resulting in a total of eight companies. The information gathered through the case studies presented additional insight into how a niche strategy is implemented and thereby how it is utilized by US textile and apparel companies in order to compete with imports. Results indicated significant niche product and market strategies that are currently being used and are strategically designed for future market implementation. Niche strategy models were developed which contain both market and product strategies for each sector and one model for the industry. Results from this study will provide academic and industry personnel with business strategy formulation to create and maintain niche markets as well as to provide a research framework for international textile and apparel researchers. en_US
dc.rights I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to NC State University or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. en_US
dc.subject competitive strategy en_US
dc.subject niche marketing en_US
dc.subject textile and apparel industry en_US
dc.title Niche Market Opportunities in the Global Marketplace en_US
dc.degree.name PhD en_US
dc.degree.level dissertation en_US
dc.degree.discipline Textile and Apparel, Technology and Management en_US


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