MFA in transition: Examining marketing strategies and organisations of the clothing manufacturing firms in Hong Kong

This paper investigates the relationship between generic marketing strategies and organisational designs of the Hong Kong clothing manufacturing firms. It also studies the strategic deployment adopted by firms with different marketing approaches in response to the MFA. It was hypothesised that there are generic marketing strategies that characterised clothing manufacturing firms (H1); there is a relationship between the marketing strategies and the organisations of a clothing manufacturing firm (H2); organisational characteristics determine a clothing firm's approaches toward generic marketing strategies (H3); and marketing‐oriented clothing companies tend to cope better with the challenges of the MFA than less marketing‐oriented ones (H4). The findings partially supported the first and second hypotheses but rejected the last two.