Validating Marketing Strategy Measures for a Globalized Developing Country


Krishna Govender, Africa Makasi

Abstract


Due to economic globalization, business leaders are expected to monitor changes in the market, while also aligning their strategy to the realities of the context in which their businesses operate Marketing strategy effectiveness depends on strategy implementation, and thus developing an effective strategy is paramount. Although Porter’s 5-Forces model has been tried and tested, its appropriateness in a developing environment is not fully conclusive. On the basis of the theory, certain other variables have been identified which warrant investigation, namely, market strategy standardization, marketing strategy co-ordination, technology, and government policies. In order to determine whether these variables will impact the sustainability of a globalized industry in a developing economy, the items which comprise these variables need to be assessed to confirm its validity and reliability. In light of the above, this paper reports on research conducted to develop and empirically evaluate research instruments to measure the impact of specific competitive marketing strategies among a sample of stakeholders from the clothing and textile sector in Zimbabwe. More specifically, the following instruments, namely, market strategy standardization, marketing strategy co-ordination, technology, and government policies, were developed and their reliability and validity confirmed.

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About this article

Title

Validating Marketing Strategy Measures for a Globalized Developing Country

Date

2016-01-22

Additional Links

Manuscript Submission

Journal

International Journal of Business Management Dynamics
Vol 1, No 1 (2016) Page: 1-11

Statistics

116 Views | 160 Downloads

Citations

0

Authors & Affiliations

Krishna Govender
Regenesys Business School South Africa and Honorary Research Fellow, University of KwaZulu-Natal
South Africa

Africa Makasi
School of Management, IT and Governance University of KwaZulu-Natal
South Africa


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