Choosing a Marketing Strategy In E – Export: The Case of Textile and Garment Sector

Abstract

Purpose – This study aims to determine the most effective e-export marketing strategies for textile and apparel enterprises in Türkiye, with a specific focus on firms operating in the Aegean Region. As e-export becomes an increasingly critical component of global trade, understanding which marketing approaches yield optimal performance has become essential for sectoral competitiveness. The research addresses a gap in the literature by offering a sector- and region-specific evaluation using decision-making tools under uncertainty.
Design/methodology/approach – A hybrid Multi-Criteria Decision-Making (MCDM) methodology was employed, combining Fuzzy SWARA and Fuzzy WASPAS techniques. Ten evaluation criteria were identified through literature review and expert input, including market research, technological capability, skilled personnel, price adaptation, logistics adequacy, and customer relationship management. Six strategic marketing alternatives were analyzed, such as search engine marketing, mobile marketing, and influencer marketing. Data were collected via structured surveys with eleven textile firms engaged in e-export.
Results – The most influential criteria in marketing strategy selection were found to be market research, technological capability, and qualified personnel. Search engine marketing was ranked as the most effective strategy, followed by mobile marketing and influencer marketing.
Discussion – The results emphasize the necessity for firms to invest in digital infrastructure, skilled human resources, and data-driven market analysis to gain competitive advantage in global e-export markets. This study contributes both theoretical and practical insights by applying fuzzy logic-based methods to a sector-specific strategic context, offering a replicable model for similar emerging economy sectors.