The aim of this study is to characterise the textile industry of the two global giants in this field - China and India and to discuss the impact they exert on the global economy. For centuries the fibre and textile industry has played a key role for humanity. The study also draws attention to international arrangements for trade in textiles and its liberalisation. This allowed for further development of this branch of the economy and participation in the global market of developing countries.
The article presents an analysis of the issue of marketing communication strategy standardisation/adjustment by multinational textile companies on the European market. The own research is based on information presented on the websites of multinational companies operating in the European Union and on the results of a survey carried out among 246 young consumers from France and Poland in the first quarter of 2015. In the paper, firstly the results of studies concerning 50 multinational textile companies and their comparison with those of 100 multinationals from other sectors are presented, and the relations between the levels of marketing communication activity adjustment are discussed. Afterwards an analysis of the survey results is conducted taking into account the evaluation of standardisation/adaptation of promotional strategies on the textile market by young consumers. Analysis of the findings indicated that multinational textile companies partially or fully standardise marketing communications activities on the European market, and the level of standardisation of the communication strategies is higher on the textile European market than on the other European B2C markets. Results also support the assumption that textile products are more likely than other products to benefit from the standardisation of marketing communication activities. The results also emphasise a positive evaluation of the global communication campaigns of multinational textile companies by young consumers from France and Poland. Their attitudes as well as purchase intentions toward global textile brands promoted with standardised tools are stronger than in the case of global textile brands promoted with a locally adapted promotion strategy.
The study deals with the problems of Euroregions in the context of their multifunctionality. Multifunctionality is presented by analyzing the institutional structure and objectives pursued. The institutional structure presents the functions of individual Euroregional institutions and the importance of the Association of European Border Regions (AEBR) as the superior representation of Euroregions. Referring to the objectives, they are presented in the light of the theoretical assumptions adopted for this type of structure, emphasizing that in their implementation there is a “hidden” multifunctionality of the Euroregion. In addition, the implementation of the objectives was verified in practice on the example of direct empirical research carried out in selected Polish Euroregions just after their creation and from the perspective of them operating for several years. Positive opinions in this respect, which prevail as integration awareness and the maturation of the Euroregion increases, support the establishment of such structures and verify their importance for the activation of border areas.
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