Value creation analysis to increase product competitiveness in the global apparel industry: a case study of 'Damn! I Love Indonesia'
Value creation, which focuses on high value-added activities such as design, marketing, consumer services and logistics, is seen as a way to support product competiveness in apparel industry (KyeongAe, Nurul Islam, & Roberts, 2011). The objective of this study is to analyze the process of value creation of DAMN! I Love Indonesia in the apparel industry and to identify which variable, between value creation and celebrity endorsement influences the most to the product competitiveness. Data collection is done through in- depth interview and questionnaires distribution. Using the value chain analysis, the study found that implementation of value creation of DAMN! I Love Indonesia is still associated with production process which has a strong influence to the competitiveness of the products. Recommendations including the improvement in quality control to minimize rework and reduce waste in the production process and further research on current-marketing strategies using perspective of marketing mix.
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