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EMAC 2024 Annual


Securing Competitive Advantages Through Sustainable Proposition: Empirical Analysis of US Fashion Small Business Orientations
(A2024-119496)

Published: May 28, 2024

AUTHORS

Ruirui Zhang, Framingham State University; Tracie Tung, California State University, Northridge

ABSTRACT

The purpose of this study is to investigate how fashion small businesses in the U.S. build their competitive advantage through the lens of natural resource-based view (NRBV) theory. In addition, we aimed to identify the focal point of the sustainable propositions of the small fashion businesses based on their entrepreneurship types. A qualitative approach was applied in this study. The researchers interviewed 13 small fashion business CEOs and/or founders. Content analysis was conducted. The finding of our study delineates five entrepreneurship types within the U.S. fashion small businesses. Each of them exhibits unique propositions in forming competitive business models. The findings of this study can provide a systematic guideline to other businesses that are building their sustained competitive advantage. Furthermore, internal marketing teams will be able to conduct a self-assessment, which helps redefine the company’s value proposition.