Market orientation, firm strategy, and business performance: an empirical study of Chinese
Is Version Of
The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
In moving from a self-sufficiency-based, centrally-planned system towards a commerciallydriven, export oriented sector, the Chinese apparel industry experienced far-reaching changes. These affected the consumer needs they satisfied, the distribution channels they serviced, the product mix they manufactured, the technology and skill base they employed, the strategies that drove firms, and the organization of the industry. As a result of these changes, the Chinese apparel firms are facing a dramatic escalation in the level of environmental turbulence and have to adjust their market orientation and strategy to survive and grow.