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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Small clothing manufacturers in the Johannesburg inner city: facing the global challenge
Author:Kesper, Anna P.ISNI
Year:1999
Periodical:Urban Forum
Volume:10
Issue:2
Pages:137-164
Language:English
Geographic term:South Africa
Subjects:small-scale industry
clothing industry
External link:https://link.springer.com/article/10.1007/BF03036616
Abstract:This paper describes the current state of the clothing industry in Gauteng, and in the Johannesburg inner city in particular, to reflect shifts in market demand and elaborate on which strategies small and medium-sized clothing manufacturers have adopted to respond to changes in the new business environment in South Africa. Based on interviews in November 1998 and January 1999, the study reflects the view of the market and details strategies adopted by 39 successful enterprises in response to changes brought about by opening up to global competition. Retail chains and independent retailers were interviewed to establish their perceptions of the clothing industry and gaps between market demand and supplier performance. The study also sought to investigate whether establishing linkages through horizontal and vertical networking formed part of the enterprises' growth strategies. Firm strategies include choosing the right firm size, the right location, the right market niche, and the right courses of action to support firm strategies. It is evident from the survey that the manufacturers surveyed have perceived changes in their business environment and amended their growth and market-related strategies accordingly. However, South African small clothing manufacturers need to adopt a stronger market orientation on which further strategies are based, and adopt more dynamic strategies. Bibliogr.
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