Diagnostics of the Challenges and Potential Solutions to Improve Export Competitiveness in International Markets: The Case of Pakistani Readymade Garments Industry
Asif Ali Safeer, Yuanqiong He, Muhammad Abrar, Atta Ullah
Keywords:
RMG industry, exports, challenges, competitiveness, international markets
Abstract:
This research study has highlighted the key challenges of export competitiveness and puts forth
viable solutions for improvements in the readymade garments (RMG) industry to improve market
share internationally. Pakistan is a developing country, therefore, defining industry challenges
and their possible resolutions have become a very important topic in the business environment
of the nation. This article presents the results of a qualitative research study, with primary
data collected through an open-ended questionnaire as well as with the interviews of 134 middle
and senior marketing managers with 5 to 18 years’ experience. The respondents come from
readymade garments production units located in Faisalabad, Pakistan. Porter’s Diamond theory
was used with this research study to seek ways of gaining competitive advantages and improving
export competitiveness in international markets. With focusing on the factor of conditions (basic
and specialized resources), it is identified 100 percent of the responses highlighted the energy
crisis as a severe challenge along with the other issues. As for demand conditions, 44 percent of
responses highlighted the lack of their own brands. In firm strategy, structure and rivalry, 78
percent of responses identified that the international competition is a great challenge. In related
and supporting industries, 70 percent of responses highlighted the lack of innovation, and 90
percent of responses agreed that government policies were key. This study has also sought to
provide a number of resolutions to these issues, e.g. the government should develop employee
training and development centres, research and development institutes, along with collaboration
with financial institutions to obtain funding. This research study has important theoretical and
practical implications for several types of industry managers, associations, as well as research
and development institutions.
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 Diagnostics of the Challenges and Potential Solutions to Improve Export Competitiveness in International Markets: The Case of Pakistani Readymade Garments Industry [PDF file] [Filesize: 948.3 KB]
 10.7441/joc.2019.03.08
Safeer, A, A., He, Y., Abrar, M., & Ullah, A. (2019). Diagnostics of the Challenges and Potential Solutions
to Improve Export Competitiveness in International Markets: The Case of Pakistani Readymade
Garments Industry. Journal of Competitiveness, 11(3), 128–143. https://doi.org/10.7441/joc.2019.03.08
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