Crisis, coincidences and strategic market behaviour: the internationalization of Indonesian clothing brand-owners

Author: Hassler M.

Source: Area, Volume 35, Number 3, September 2003 , pp. 241-250(10)

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Abstract:

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.

Keywords: Indonesia; commodity chains; globalization; clothing industry; brands; developing country; Asian crisis

Document Type: Research article

DOI: http://dx.doi.org/10.1111/1475-4762.00173

Affiliations: 1: Department of Geography, Ruhr-University Bochum, 44780 Bochum, Germany, Email: markus.hassler@ruhr-uni-bochum.de

Publication date: 2003-09-01