Vem är välkommen? - En utforskande studie om utländska retailers legitimitet att vara verksamma i Bangladesh textilindustri

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: The sole purpose of our thesis has been to examine which legitimacy foreign retailers have to operate in the garment industry of Bangladesh. To examine this subject we've traveled to Dhaka to conduct two studies; one quantitative; and one qualitative. The quantitative one constitutes of a survey targeted towards the citizens of Bangladesh, while the qualitative one constitutes of in-depth interviews with experienced and relevant actors in the garment industry and factory observations. Our results argues that the retailers have a high legitimacy to operate in the garment industry. The underlying factor's affecting the legitimacy are trust to the retailer and attitudes towards foreign and domestic products. The retailers studied in this thesis interact on an on-going basis with other actors from the garment industry to overcome certain legitimacy-related problems (e.g child labour, minimum wages or security), which enhances their relevance in the industry as well as their legitimacy to operate in it. The main conclusion that can be drawn from the results from our study is that the foreign retailers operating in the garment industry of Bangladesh have a great legitimacy to do so. In addition to this we also find interesting indications regarding potential difficulties for the citizens of Bangladesh to categorise the actors in the garment industry and a possible liaison between the retailers' legitimacy to operate in the garment industry of Bangladesh and their philanthropy efforts.

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