Marketing strategies of textile companies: the case of selected

Case Study Protocol 
This  case  study  protocol  was  developed  based  on  the  recommendation  of 
Yin, 2003, 2009 to provide guidance in the case research design and thereby 
to  ensure  consistency  and  trustworthiness  of  the  findings.  It  was  found  to 
be  helpful  especially  in  respondent  selection,  data  collection,  and  data 
analysis. The protocol consists of five (5) main sections and each of them is 
detailed as follows. 
 
1.  Research Problem  
This study sought to examine the marketing strategies of Ethiopian medium 
and  large  textile  companies.  The  central  research  question  was  ‗how  do 
Ethiopian  medium  and  large  textile  companies  formulate  and  implement 
their marketing strategies?‘ 
 
The specific research questions were  
-  What is the level of emphasis given to marketing strategy at corporate 
level? 
-  How do firms formulate their marketing strategies 
-  How do firms implement their marketing strategies? 
-  How do firms link enabling environment with their marketing 
strategies? 
-  How do firms‘ marketing strategies affect their competitiveness in both 
local and international markets? 

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-  To what extent are firms‘ enabling environment linked to their 
performance?