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Crisis, coincidences and strategic market behaviour: the internationalization of Indonesian clothing brand‐owners
Author(s) -
Hassler Markus
Publication year - 2003
Publication title -
area
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.958
H-Index - 82
eISSN - 1475-4762
pISSN - 0004-0894
DOI - 10.1111/1475-4762.00173
Subject(s) - indonesian , clothing , business , internationalization , context (archaeology) , domestic market , marketing , brand management , commodity , commerce , international trade , finance , paleontology , philosophy , linguistics , archaeology , biology , history
Despite the fact that most Indonesian brand‐owners continue to emphasize their marketing activities in the domestic market, several brand‐owners have started to export clothing under their own label. This has been particularly the result of the economic crisis in the late 1990s, which affected companies serving the domestic market. Companies were trying to compensate for the loss of sales on the domestic market by redirecting their marketing activities to foreign countries. This export strategy has been driven largely by the sole aim to survive. However, in addition to these export activities, some companies have rather sophisticated, long‐standing business relations to their distributors in overseas markets. This paper explores these export activities in the context of the global commodity chain framework.