The objective of the study was to examine the marketing strategies of Ethiopian medium and large textile companies. The textile sector became the focus of this study because it has performed far below expectation, despite the government‘s unreserved support to the sector and the country‘s comparative advantage in the sector. To attain the stated objective, qualitative research approach with case study design was employed. The cases were selected based on two criteria; production of finished textile products and operation in both local and global markets. Accordingly, nine companies qualified these criteria and all of them were used as cases. The RBV was the theory employed to explain the differences in performances among firms‘ in similar environment. Furthermore, within and cross case analyses were employed to get in-depth understanding and to explain about the marketing strategies of the firms. The major findings of the study indicate that the emphasis given to marketing strategy and the marketing resources and capabilities commitment thereof were found to be so low that the companies seemed to equate marketing strategy with selling strategy. Furthermore, the companies failed to link their marketing enabling environment with their marketing strategy. Similarly, such weak link was reflected between the firms‘ marketing strategy and their market performances. Hence, the marketing strategies of the case companies are so weak that with their current marketing strategy, it is difficult for them to be competent in the local market, let alone in the international markets. Generally, both empirical and conceptual conclusions were drawn from the findings. As a result, the cross-case findings indicate that marketing resources commitment is linearly linked to marketing strategy which in turn is linked to export performances. Therefore, it can be understood that the link between enabling environment and marketing strategy is direct and the link between marketing strategy and marketing performances is linear. Hence, it can be understood from this transitivity that there exists a link between firms‘ enabling environment and their marketing performances. / Business Management / D.B.L.

Ethiopia, a developing country on the African continent, has experienced double digit growth during the last decade. To sustain this growth, the country needs a sound and healthy banking sector. Consensus exists that trust is a valuable resource that can make a difference. It influences the quality of relationships between an organisation and its employees and management. It enables organisations such as banks, to retain their most valuable employees and customers, and improve organisational functioning. Most leaders agree that high levels of trust are critical to the success of their organisations. In this study, the existing theoretical principles and models relating to trust, were analysed in depth, and followed up by an empirical study to determine to what extent trust management practices were being applied. A quantitative survey was conducted on a probability sample of 405 participants from the eight largest banks in Ethiopia. From the measured items, 54 usable factors were identified by using exploratory factor analysis. The calculated Cronbach alpha values indicated a satisfactory internal consistency. While the Pearson product-moment correlation applied to the factors, indicated a dominance of statistically significant positive correlations. Various informative results emerged from the empirical survey, amongst which were, the relative weak application of trust management practices such as trust drivers and trust builders. Some barriers were also identified such as the trustworthiness of coworkers/ team members, the immediate supervisor and top management. Thus, it was evident that proper trust management practices had not been fully established within the banking sector in Ethiopia. There was thus a need for some guidelines in this regard. An integrated trust management model was therefore developed, and tested, through Structural Equation Modelling, and validated to satisfy this need. / Human Resource Management / D. Admin. (Human Resource Management)