According to global forecasts, emerging-market countries have a more rapidly developing consumption rate than developed economies. Their global consumption share will continue to grow in the nearest future. Large industrial enterprises have the best competitive position to focus their products and services emerging-market countries because they have strong brands as well as high-quality customer service, hi-tech innovations and infrastructure. Such emerging-market countries as China, India, and Brazil provide strategic opportunities for long-term development. Successful expansion into the emerging-market countries profit margins, asset turnover, and geographic diversification in the long run. The research objective was to study the strategy development of light industry and fashion businesses in emerging-market countries. The paper introduces an in-depth OTSW-analysis of strategic opportunities and trends. The author emphasizes the role of fashion strategizing as an effective tool that makes it possible to take into account industrial characteristics. The research results can help to strategize the national brand “Made in Kuzbass” in emerging-market countries, thus contributing to the global image of Kuzbass.
Strategic trends and patterns change the organizational, consumer, and instrumental landscape of the light industry and fashion companies. The current development of strategic branding is connected with the humanity (empathy) trend. In strategic branding, success depends on the right strategic decisions and customers’ feedback. Companies need to track consumer behavior, select relevant strategic communication tools, and create personalized propositions if they want to provide a sensitive response to customer preferences in real time. The present research objective was to identify effective strategic priorities in brand humanity in textile, footwear, clothing, and fashion. The task is relevant because brand humanity remains understudied in the spheres of light industry and fashion. The research relied on such traditional methods as analysis, synthesis, abstraction, generalization, and comparison, as well as on the theory and methodology of strategizing developed by V.L. Kvint, Doctor of Economics and a Foreign Member of the Russian Academy of Sciences. The paper introduces a strategic concept for brand humanity development. This model can provide companies with a new image and improve their reputation. The article also contains some methodological recommendations that can find practical application in the corporate brand development.
Light industry is one of the most important sectors of the national and world economy. Due to the strategic priority of the science development in many countries, the issues of technology transfer are included in the economic development current agenda. The main purpose of the research is to identify the key strategic foundations of industrial technology transfer. To do this, the following methods were used: analysis and synthesis, analogy, comparison, generalization, inductive and deductive methods. The article reveals the economic essence of industrial technology transfer, shows that technology transfer should be understood as a combination of exchange operations with production functions that reduce transaction costs and create added value. The article considers the strategic role of technology transfer as the most vital factor in the transition to Industry 4.0, focused on the technologies transfer from research organizations to the real economy sector. A special mechanism for implementing technology transfer in light industry and the fashion industry is shown, which provides flexibility and competitive advantage of manufacturing enterprises in a complex and rapidly changing environment. The article scientific novelty is related to the disclosure of the channels and tools essence for the industry transfer of the research results, development and technological work aimed at achieving the light industry and fashion industry enterprises innovative goals. The digital platform solutions role for the long-term cooperative chains formation is emphasized, which allows using this tool to implement a step-by-step industry transfer process in the future for light industry enterprises and the fashion industry. One of the promising areas of further research may be the platform solutions impact study on the social and economic efficiency of technology transfer. For light industry and fashion companies, it is recommended to create digital platforms for activating the work of all industry actors in technology transfer, creating projects and innovative proposals database and providing access to them in real time.
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