Apparel value chain analysis in Ethiopia: a multiple case study

Abstract

Abstract Apparel manufacturers create value and ensure customer satisfaction for market competitiveness. This study analyses the apparel value chain in Ethiopia. The study focuses on apparel manufacturing industries around Addis Ababa using a multiple-case study approach. Data were collected using questionnaires, checklists, observations, and focus group discussions. A judgmental sampling technique was employed to select 115 respondents from prescreened case companies. Porter’s value chain model using qualitative techniques and descriptive statistics was used for analysis. The study reveals that operations, technology, inbound and outbound logistics showed high impact on firms’ performance. Marketing and sales, services, firm infrastructure, human resource management, and stakeholders have less impact. Hence, apparel industries should focus on internal activities to improve business performance. In addition, government institutions should support technology and infrastructure.