India, the next China? Analysis of the unique firm resources claimed by Indian apparel export firms

Abstract

Purpose – The purpose of this paper is to explore the unique resources that Indian apparel exporting firms claim to have and the key resources that help provide competitive advantage to these firms. Design/methodology/approach – A web-based content analysis of texts available on “About Us” or related sections of the Indian export firms was conducted. Text data were coded and interpreted. Findings – Physical resources seemed to be one of the most critical resources for their competitive advantages for the study samples. The ability to provide affordable and competitive prices for their products and experience in exporting were recognized as important firm resource described by the study samples. Research limitations/implications – The study results supported the resource-based theory of the firm by showing additional key firm resources, such as ability to maintain domestic operations and to provide competitive prices that Indian apparel exporters claimed to have. Generalizability of the results is cautioned due to the content and analysis mode of the study data. Practical implications – The results indicate that design capabilities, flexible production systems, and skilled labor are the key resources that provide Indian apparel industry the competitive advantage over its competitors. Therefore, Indian apparel exporters may want to continue to strengthen and emphasize these abilities to foreign buyers to complete in the global marketplace. Originality/value – Given the importance of Indian apparel industry in the global market place, this study builds a knowledge base of the key resources possessed by the Indian apparel export firms.

Discovering the Brand Personality of Bonia

“…Consumers in China have also been found to perceive luxury Asian brands to be similar to those from well-known developed countries (Hsu, 2014), which would make the market very competitive for other well-known and established European brands (Khan, 2015). Further findings have also predicted that India might have a high tendency to become the next China in terms of the fashion industry (Das and Ha-Brookshire, 2014) due to its inherent cosmopolitanism (Khare, 2014). Although the studies focused on the Chinese and Indian markets instead of the whole Asian region, they suggested that companies like Bonia should consider expanding their business territory into developing countries within Asia.…”