Merchandising/Marketing/Retailing: Management

Firm Resources of Small and Micro Fashion Enterprises in West Virginia and Appalachian Region

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Abstract

SMEs and microbusinesses create jobs that foster skill development and often employ local residents who are disadvantaged or excluded from traditional labor markets. The majority of these jobs offer wages at or above the federal minimum wage while providing employees with valuable skills and job stability. The role of SMEs and microbusiness in community, regional, and national development is profound. However, we do not know much as to how does these fashion SMEs and microbusinesses are competing with big-box retailers. We also know little as to what resources have these fashion SMEs and microbusinesses developed that make them competitive. A qualitative semi-structured interview of business owners and managers was conducted to understand the firm resources of small and micro enterprises in WV. Unique firm identity, community identity, and location were found to be some of the key resources of the small businesses in WV and the Appalachian Region.

Keywords: Fashion Business, Microenterprises, Small firms, Firm Resources

How to Cite:

Das, D., (2020) “Firm Resources of Small and Micro Fashion Enterprises in West Virginia and Appalachian Region”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12064