Exploring skill requirements of local and multinational companies for entry level marketing professionals in the apparel industry in a developing country

Tamgid Chowdhury and Nusrat Zaman Anon

Journal of Global Fashion Marketing, 2021, vol. 12, issue 4, 359-374

Abstract: The purpose of this study is to offer an ‘employability skill index” for entry-level marketing professionals in the apparel industry and compare the skill requirements of local and multinational companies (MNCs). The study applies Structural Equation Modeling approach for index development. Primary data were collected through a structured questionnaire from 1082 managers of 18 local and 16 MNCs operating in the apparel industry in Bangladesh. Convergent and discriminant validities of the proposed index were tested. The research revealed a six-dimensional 22-item skill index with significant differences in skill requirements between local and MNCs. The skills MNCs prioritized are major courses taken, research-based internship, written communication skills, and English language ability. Local companies, on the other hand, put preferences on experience, team building ability, network skill, and effective listening. The literature review revealed that there is a lack of quantitative studies to offer employability skills for entry-level marketing managers in the apparel industry in the South Asia region. Therefore, the current study is original and adds significant value to the literature. The proposed skill index can help the universities to design their courses accordingly to increase the employability of marketing graduates in the apparel industry.

Date: 2021
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DOI: 10.1080/20932685.2021.1939758

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