Dissertation Report - Merged

DISSERTATION REPORT ON
Employee’s Relation“Attitude towards the Organization”
submitted in partial fulfillment of the requirements for the award of a degree of
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED AT
VMSB UTTARAKHAND TECHNICAL UNIVERSITY DEHRADUN, UTTARAKHAND
SUBMITTED BY SUBMITTED TO
SHIKHA CHAUDHARY NAME OF GUIDE: MR. BHARAT BHUSAN
202108020 DESIGNATION: ASST. PROFESSOR
IV SEM MBA
TULA’S INSTITUTE, DEHRADUN, UTTARAKHAND

(BATCH 2021-23)
CERTIFICATE FROM THE SUPERVISOR/ CO- SUPERVISOR
This is to certify that the dissertation entitled:

“Employee’s Relation Attitude Towards the Organization”.
Submitted by:
Shikha Chaudhary Roll no. 202108020
at Tulas’s institute, Dehradun for the degree of ‘Master of Business Administration in

Human Resources’ is his original work carried out by him under my guidance and
Supervision. This work is fully or partially has not been submitted for the award of any
Other degree or diploma. The assistance and help taken during the course of the study
has been duly acknowledged and the source of literature amply recorded.
Supervisor Signature:
Supervisor Name: Mr. Bharat Bhusan
Supervisor designation: Assistant Professor
Date:
Name and Signature of External Examiner:

Acknowledgement
I acknowledge the deep gratitude to all those who have made organization study successful and helped in
preparing the report. I am grateful to, Dr. khaliq R. Ansari, HOD of the Department of MBA of Tula’s
Institute, Dehradun for his constant motivation and inspiration. I thank my internal guide, Mr. Bharat
Bhushan of the Department of MBA of Tula’s Institute, Dehradun, for their constant guidance and support
throughout the organization study.
Thanking you
Shikha Chaudhary
202108020
DECLARATION
I declare that the work embodied in this dissertation is my own original work carried out by me under the
supervision of Mr. Bharat Bhushan at Tulas's Institute This dissertation has not been submitted elsewhere
for the award of any other degree/diploma. I declare that I have faithfully acknowledged, given credit to and
referred to the researchers wherever the work has been cited in the text and the body of the thesis. I further
certify that I have not willfully lifted up some other's work, para, text, data, results, etc. reported in the
journals, books, magazines, reports, dissertations, thesis, etc., or available at web-sites and have included
them in this Project report and cited as my own work.
Shikha Chaudhary
ID- 202108020
MBA Tula’ Institute
PREFACE
The people who make up an organization, its human resources, are considered to be one
of the most important resources of the firms. People and how they are managed, is
becoming more important in today’s dynamic business environment. Recognizing that
the basis for competitive advantage has changed is essential to develop a different frame
of reference for considering issue of human resources management an strategy.
Traditional sources of success such a product and process technology, protected markets
economies of scale, etc. can still provide competitive leverage but an organization human
resources are more vital for its sustainability. Therefore, in order to for organizational
goal through their employees they need to make them fully aware of the resources and
how they should use. For this, The employees should feel satisified which will also help
in productivity and employees satisfaction
Page No : 5
TABLE OF CONTENTS
1. Chapter 1: INTRODUCTION..........................................................................10
1.1 Introduction ...............................................................................................10
1.2 Research background ................................................................................10
1.3 Rationale ...................................................................................................11
1.4 Research aim .............................................................................................12
1.5 Research objectives ...................................................................................12
1.6 Research questions ....................................................................................12
1.7 Hypothesis .................................................................................................13
1.8 Significance of the study.............................................................................13
1.9 Structure of the research.............................................................................14
1.10 Summary..................................................................................................14
2. Chapter 2: LITERATURE REVIEW...............................................................15
2.1. Introduction...............................................................................................15
2.2. Conceptual framework..............................................................................15
2.3. Globalisation as an emerging phenomenon...............................................16
2.4. Types of globalisation...............................................................................17
2.5. Challenges of globalisation.......................................................................19
2.6. Risks involved in globalisation..................................................................20
2.7. Effects of globalisation on the business strategy of SMEs........................22
2.8. World systems theory................................................................................23
2.9. Modernization theory................................................................................24
2.10. Possible effects of globalisation process on the enterprises...........25
2.11. Gap of literature..............................................................................25
3. Chapter 3: RESEARCH METHODOLOGY....................................................26
3.1 Introduction................................................................................................26
3.2 Research onion...........................................................................................26
3.3 Research philosophy...................................................................................27
3.4 Research approach......................................................................................28
3.5 Research design..........................................................................................28
3.6 Data collection ...........................................................................................29
3.7 Ethical consideration..................................................................................30
6
3.8 Summary....................................................................................................30
4. Chapter 4: DATA FINDING............................................................................31
4.1 Introduction................................................................................................31
4.2 Questionnaire and findings.........................................................................31
5. Chapter 5: Discussion.......................................................................................42
6. Chapter 6: Conclusion and recommendation....................................................45
6.1 Conclusion..................................................................................................45
6.2 Research limitation.....................................................................................46
6.3 Future scope of the study............................................................................46
7. Reference .........................................................................................................47
8. Appendices.......................................................................................................52
Appendix 1.......................................................................................................52
Appendix 2.......................................................................................................53
7
LIST OF FIGURES
Figure 1. Conceptual Framework...........................................................................15

Figure 2. Aspects involved in globalisation...........................................................18
Figure 3. Modernization Theory.............................................................................24
Figure 4. Research Onion.......................................................................................26
Figure 5. Showing graphical representation of responses for first question of the
survey ................................................................................................................... 31
Figure 6. Showing graphical representation of responses for second question of the
survey.................................................................................................................... 32
Figure 7. Showing graphical representation of responses for third question of the
survey.....................................................................................................................34
Figure 8. Showing graphical representation of responses for fourth question of the
survey.................................................................................................................... 35
Figure 9. Showing graphical representation of responses for fifth question of the
survey.................................................................................................................... 36
Figure 10. Showing graphical representation of responses for sixth question of the
survey.................................................................................................................... 37
Figure 11. Showing graphical representation of responses for seventh question of
the survey. ............................................................................................................ 38
Figure 12. Showing graphical representation of responses for eighth question of the
survey. .................................................................................................................. 39
Figure 13. Showing graphical representation of responses for ninth question of the
survey. .................................................................................................................. 41
8
LIST OF TABLES
Table 1. Representing responses for the first question of the survey......................32

Table 2. Representing responses for the second question of the survey..................33
Table 3. Representing responses for the third question of the survey......................34
Table 4. Representing responses for the fourth question of the survey....................35
Table 5. Representing responses for the fifth question of the survey.......................36
Table 6. Representing responses for the sixth question of the survey......................37
Table 7. Representing responses for the seventh question of the survey.................39
Table 8. Representing responses for the eighth question of the survey...................40
Table 9. Representing responses for the ninth question of the survey....................41
ABBREVIATIONS
GDP – Gross Domestic product

MNC – Multi-national Cooperation
SME – Small and Medium Enterprise
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CHAPTER ONE: INTRODUCTION
1.1 Introduction
SMEs in India are a substantial contributor to the gross domestic product (GDP) of
the Indian economy. SMEs contribute 29% in the GDP of India and employ nearly
39% of the population of India. In recent years, India has seen an increase in the
interest of the entrepreneurs towards small businesses (Weeks et al., 2004). The
first chapter in this research provides a deeper understanding of the current situation
of the small and medium-sized enterprises (SMEs) of the fashion industry in India.
The next section enlightens the research background, which is understood before
commencing the research.
1.2 Research background

The business enterprises have understood the importance and benefits of
globalisation, and every firm wants to follow the globalisation process to spread the
products or services in the global markets. Globalisation could be referred to the
integration of the markets in the global economy that leads to the interconnection
of national economies (Rosenau, 2017). As suggested by Wright (2016),
globalisation is mainly prevalent in the capital market, credit market, finance
market, commodity market, and fashion market. Globalisation is carried out by a
majority of enterprises, depending on the capacity of the enterprise. SMEs have
started expanding their operations in the global markets as the process of
globalisation has been fruitful for the multi-national cooperation (MNCs). The
business firm needs to attain success and popularity in the existing market and then
focus on expanding to the new market. The small and medium-sized fashion
enterprises of North India are paying special attention to the globalisation trend
(Radulovich, Javalgi, and Scherer, 2018). The small and medium-sized fashion
enterprises of North India are taking numerous initiatives for expanding the
business into the global market (Chahal, Dangwal, and Raina, 2016). The market
share of the Indian fashion industry is near about 13.5 %, and the market value of
the Indian fashion industry is nearly 42.42 billion dollars. The textile industry of
India is near around 108 billion dollars, and it is expected to reach approximately
223 billion dollars by the year 2021 due to globalisation (Fashionunited, 2019).
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1.3 Research Rationale
The process of globalisation does not only have positive effects on the business
enterprises, but it also comes with some adverse effects that are significant enough
to degrade the business operation and function (Potrafke, 2015). The small and
medium-sized business enterprises have to implement changes in the business and
marketing strategies for the globalisation process. The enterprises have to make
changes in their policies to comply with the existing and/or new international
policies in their focused industry. Sometimes the changes become very difficult for
the enterprises to execute or follow, and it leads to business failure and other
business-related issues. As per the view of Krugman (2017), globalisation comes
with several risks, and the business firm must be ready for these risks; otherwise,
globalisation could turn out to be harmful to the firm. The firm needs to develop
appropriate strategies for the implementation of its globalisation move. The
globalisation process allows the enterprises to introduce their products and services
in the global markets, and they have to follow the international trading policies for
the transportation of products and services into different countries.
As per the view of Rupert and Smith (2016), the challenges experienced by the
small and medium-sized fashion enterprises of North India are within ethical
business practices, public relations, and organisational structure. Furthermore, the
fashion enterprises need to develop a brand image in the market because consumers
mostly prefer renowned brand rather than a new brand. After entering a new global
market, the fashion firm has to develop a brand image in the given foreign market
and society; otherwise, the business expansion move could turn out to be a failure.
Another critical challenge experienced by the small and medium-sized enterprise is
investment or funding. As per the study of Potrafke (2015), the turnover and
revenue generation of the small-medium sized fashion enterprises are not high
enough to expand the business without any external assistance. Another challenge
for the fashion enterprises of North India is International policies. Hence, the small-
medium sized fashion enterprises of North India are highly recommended to
implement relevant changes in their organisational structure, policies, and strategies
due to the consideration of complying with international policies and new market
policies emerged (Potrafke, 2015). In summary, by reviewing existing literature on
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pertinent areas, it suggests that more empirical and comprehensive studies should
be done to analyse further and understand the effects of globalisation on enterprises'
business functions and strategies (Potrafke, 2015). In particular, the findings of a
few previous studies on enterprises in emerging economies (such as in India)
indicate that more empirical investigations should be conducted to advance existing
knowledge and understanding of the specific effects of globalisation on enterprises
in emerging economies, such as this empirical investigation of the effect of
globalisation on small and medium-sized fashion enterprises in North India.
1.4 Research aim

The main aim of this research is to understand and analyse the effect of
globalisation on the business strategy of small and medium-sized fashion
enterprises in North India.
1.5 Research objectives

• To achieve the above broad research aim, this study has identified the
following research objectives:
• To analyse and understand the concept of globalisation, including its
importance and prospects
• To explore and investigate the positive and negative effects of globalisation
on the small and medium-sized fashion enterprises of North India
1.6 Research questions

1. What are the effects of globalisation on the business strategy of SMEs of
the fashion industry in North India?
2. What are the changes involved in the globalisation process?
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1.7 Hypothesis
H0: Globalisation does not affect the business strategy of small and medium-sized
fashion enterprise of North India
H1: Globalisation affects the business strategy of small and medium-sized fashion
enterprise of North India
H1.1 Globalisation has a negative effect on the strategy of small and medium-sized
fashion enterprise of North India.
H1.2 Globalisation has a positive effect on the strategy of small and medium-sized
fashion enterprise of North India.
1.8 Significance of the study

The main motive of the research is to understand the effects of globalisation on the
business strategy of small and medium-sized fashion enterprises of North India. As
per the view of Chira (2016), globalisation has become a trend in the business
environment, and every business firm focuses on expanding the business in the
global market. The business firm focuses on integrating globalisation trends and
strategy with the existing business strategies.
The existing literature suggests that globalisation comes with increment in sales,
market share, revenue, profit, and production of an enterprise. The process of
becoming global allows the business enterprise to attain a competitive advantage in
the existing market (Cvetkovich, 2018). The small and medium fashion enterprises
in North India have already developed a brand image in the market and have started
following the globalisation process to expand in international markets. The fashion
SMEs have to make various changes and implementation in the business operations
for preparing for the globalisation process, Hanson et al. (2016). The study will find
the effect of globalisation on the business strategy of the SMEs of the fashion
industry in North India. The business strategy of an enterprise develops various
changes to step in the new market or merger/acquisition with an enterprise overseas
(Chira, 2016). This research is going to study the required changes which in
business strategy due to globalisation. This research includes data collection from
the real-time experience of SMEs of the fashion industry in North India, which
makes the study reliable and useful for further research.
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1.9 Structure of the research
Chapter 1 - Introduction
Chapter 2 - Literature review
Chapter 3 - Research methodology
Chapter 4 - Data findings
Chapter 5 - Discussion
Chapter 6 - Conclusion and recommendations
1.10 Summary
The global economy is continuously evolving, and this is leading to globalisation
in every sector of different economies. The effect of globalisation cannot be only
seen on business enterprises, but the impact could be seen in the entire economy.
The research is going to be focused on understanding the effect of globalisation on
the business strategy of small and medium-sized enterprises of the fashion industry
of North India. The fashion enterprises in North India have successfully expanded
their business in the global market. The research is also focusing on understanding
the amendments involved in the business strategy of fashion Small and medium-
sized enterprises in the process of becoming global. The next chapter includes a
review of existing literature related to the effects of globalisation on SMEs. The
third chapter outlines the research methodology undertaken to get the appropriate
and best results for the research question. The chapter 'research methodology'
explains the method of data collection, research philosophy, research approach,
research design and ethical practice, which is followed throughout the research. The
fourth chapter includes the data collected for the study, and it represents the data in
graphical and tabular form, which further helps the researcher to derive to a
conclusion. The fifth chapter has various statements for further discussion, which
are identified from the data collected in chapter four. The final chapter provides a
conclusion which conforms to the research question and satisfies the research aim.
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CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
This chapter of literature review includes about globalisation, effects of
globalisation on the economy, and the effects of globalisation on SMEs of an
economy. The literature review is based on authentic and factual information
collected from the journals, books, articles, and internet resources (Kara and Fırat,
2018). The literature review mainly outlines the findings of previous researchers
and scholars on the topics under this research. The literature review helps in finding
the gap between literature. For instance, some of the existing literature might have
been published for a long time, and some of the present concepts might have
changed. The changes faced by the SMEs while going through the process of
globalisation are also identified in this chapter by reviewing the existing literature.
The literature review helps in presenting the current literature in a more organised
way with up-to-date data and findings, which facilitates the readers to understand
the research question and the significance of the research (Kara et al., 2018).
2.2 Conceptual framework
Figure 1. Conceptual Framework (created by author)
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2.3 Globalisation as an emerging phenomenon
Globalisation has become a worldwide phenomenon, and it is an intermittent
process. As per the view of Cohen (2018), the impact of globalisation differs from
time-to-time, but globalisation is often regarded as to impact the overall economy
which includes cultural, social, political and economic aspects of the
communities.
Globalisation process demonstrates new traits consistently, and it is involved in the
new business events of the enterprise slowly with changing the business
environment. The implications of the globalisation process and global opportunities
available in the market allow free circulation of money, goods, and new worldwide
services. From such globalisation approach, the business enterprises often try to
sense the available opportunities before the competitors and gain competitive
advantage (Hilmersson et al, 2017). At present, globalisation is a business trend,
and every business enterprise focuses on integrating the globalisation process to
their business strategy. The business enterprises follow the globalisation approach
to expand the business into the global market. The globalisation approach offers
workforce, capital, services, goods, opportunities, benefits, and brand recognition.
The globalisation approach comes with numerous strings attached, and recently,
some of the successful small and medium-sized enterprises had experienced some
several issues due to globalisation (Cohen, 2018). The globalisation process also
comes with some responsibilities of the country. Therefore, it could be stated that
globalisation provides both opportunities and risks. The question is not related to
the issues involved in the globalisation, but the question is about how a business
enterprise could take the full advantage of globalisation. The business enterprise
focuses on minimising the negative impact of globalisation.
The globalisation approach has been very effective in overcoming the tension
between the countries. The large business enterprises focus on expanding its
business to the developed countries, but sometimes the origin country of the
business enterprise might have tension with the developed hosting country. As
suggested by Hopper et al. (2017), global business expansion helps in resolving the
conflict and tension between the hosting and origin countries. The global business
expansion is beneficial for both countries. At present, every country invites foreign
16
business enterprises to establish their overseas business operations in the given
country as they can significantly contribute to the growth of the hosting county’s
economy. The globalisation process also provides employment and decreases the
unemployment rate. So, it could also be stated that globalisation is very beneficial
to a country’s economy and growth (Craik, 2018). The countries have made some
changes in their policies in order to provide some support and relaxation to the
business enterprises that are expanding their business in the global market.
2.4 Types of globalisation

The effects of globalisation are divided into three forms, and each form has its
effect. These forms of globalisation are discussed below.
• Economic Globalisation
The economic globalisation is the increasing economic integration as well as the
interdependence of local, regional, and national economies across the world. The
integration is carried out through the intensification of cross-border movement of
technologies, capitals, services, and goods. As suggested by Cramer (2017), the
business enterprises in every sector expand, and their customer’s base also increases
with their global business expansion. The consumers can choose from multiple
options, and this is one of the reasons business enterprises focus on improving the
quality of the products and services. The social enterprises also focus on enhancing
quality due to this globalisation trend. Lately, the small and medium-sized
enterprises were unable to follow the globalisation mainly because of the risks and
investments involved in globalisation. Presently, globalisation has become
common in small and medium-sized enterprises sector.
• Political Globalisation
The governmental actions that take place on the global level could be stated as
political globalisation. The government focuses on the welfare of the citizens and
the economic growth of the country. As suggested by Hirst and Thompson (2019),
the international political body comes up with policies for the business enterprises
that are expanding their business in the global market. Business enterprises must
follow international policies for business expansion. The responsibilities on the
state increases and the policies are very focused on human rights and international
trading. Fraternity is developed among countries due to increased interdependence.
17
The global political bodies are developed to make sure that global business
expansion is not creating any negative impact on the societies as well as on the
global or environment. Competitiveness is related to the creation of the right
environment, with effective and innovative policies, to encourage the productivity
of the enterprises operating in the country. Thus, the economies become
transformers; it combines procedures, mechanisms and indicators to produce
valuable aspects like sustainable development, financial balance or low inflation
(Angel Gurría, 2008).
• Cultural Globalisation
The cultural globalisation mainly refers to the transmission of values, meanings,
and ideas throughout the world and in a way to intensify and extend the social
relations (Oliver, 2017). The cultural globalisation could also be stated as one
current trend that emerged in the global markets and societies (Auer et al. 2017).
The people around the world can communicate and exchange their thoughts
efficiently and quickly has given rise to cultural globalisation throughout the world.
Figure 2. Aspects involved in globalisation

(Source: Auer et al. 2017)
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2.5 Challenges of globalisation
As addressed above, it has been proved that the globalisation provides various
benefits, including supporting the country’s economy and business environment.
However, there had been some issues caused by the expansion of global trade. For
example, the expansion of global trade was reported to create unfair exchanges
between the smaller and larger economies. As argued by Auer et al. (2017), most
of the multinational companies (MNCs) from the industrialised economies captured
more value mainly because they had more substantial financial leverage. These big
MNCs could dictate the advantageous terms of exchange, and this practice could
end up victimising enterprises from the developing countries. There are also shreds
of evidence indicating the degradation of the environment and society due to the
globalisation trend. The world has also witnessed the decrement in food safety,
increased consumerism, weakening of the cultural values, unethical labour practice
caused by business enterprises (Rosenau, 2017). Business enterprises are often
found to face some challenges when they enter a new global market. The section
below outlines some of the challenges that have been identified in the existing
literature.
• Ethical Business Practices

One of the most common challenges that the business enterprise must experience
when they enter a new market is related the ethical business practices. Ethical
business practices mainly include product safety, labour, corruption, environmental
stewardship, and regulatory compliance. As suggested by Rosenau (2017), the
factors involved in the ethical business practices crave the path for success or failure
of the business firm in the new market. The brand image of the business enterprises
could also be influenced by these factors. For example, Nike’s brand image in India
was hampered when the society came to know that the firm used sweatshirts and
low wage workers (Graetz and Franks, 2016). This is one example indicating that
the business enterprises must follow the local laws along with ethical business
traditions of the international geographies which comply with international policies
and standards. There are some strict and strong policies of bribing public officials
in order to minimise corruption in the business sector. It becomes essential for
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business enterprises to maintain high ethical standards while operating in any of the
nations (Rosenau, 2017).
• Organisational Structure
The organisational structure could be stated as a hurdle in the process of entering a
new market. As suggested by Gunn (2017), international expansion needs
enormous capital investments in several aspects along with the specific strategic
business unit for managing the operations and accounts. The enterprise may have
to hire high-level professionals who help in the execution of the new business
operations into the new markets. The business enterprise needs to find some ways
to capture the value despite the allocated expansion budget. The enterprise needs to
modify its organisational structure according to the new operations in international
markets. This might result in an increase or decrease in the employment
opportunities of the enterprise. Additionally, changes in the organisational structure
may result in changes in the business strategy of the enterprise, which may involve
changing their traditional way of operation (Graetz et al., 2016).
• Public Relations
Branding and maintaining a positive public image could also be considered as
critical components of the business operation. It is reported that building a brand
image in the new market and society is a big challenge for many business
enterprises during their globalisation process (Oliver, 2017). As commented by
Barnard (2017), business enterprises have to come up with marketing strategies for
brand and product promotion in the new market and society. The business
expansion is very much dependent upon the marketing approaches of the business
enterprise.
2.6 Risks involved in globalisation

Apart from several benefits and opportunities provided by the globalisation, there
are several risks involved in the globalisation. As suggested by Chira (2016), the
risks could be related to the speed of globalisation, indicating that high-speed
globalisation could create uncertainties, opportunities, and risks. This is one of the
reasons some of the business enterprises tend to focus on slow but steady global
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expansion. Some of the risks involved in the globalisation has been discussed
below.
• Growing Debt
The expansion of business in the new global market requires huge investment and
financial resources. This is reported to be a common challenge, particularly for
small and medium-sized fashion enterprises since they are often found to have no
high turnovers, and that they cannot invest much in their global expansion move.
The small and medium-sized fashion of North India tends to seek financial help
from the banks or other financial institutions for their global business expansion, as
addressed in the study of Rinaldi and Testa (2017). Consequently, growing debts is
one of the major risks involved in the globalisation trend. If the business expansion
is unable to hold the market, then the business firm might find it difficult to pay off
the loans that will gradually increase with interest being charged. The existing
market might also be affected due to the growing debts, and eventually, the business
enterprise might lose its brand image and reputation in both the domestic and global
markets (Oliver, 2017).
• Escalation of geopolitical conflicts
The tension and conflicts among the countries are other types of risk involved in
the globalisation. As suggested by Rocamora (2016), the business market and
production are heavily affected by the tension and conflicts among the countries.
The investors could experience a heavy loss due to the escalation of geopolitical
conflicts. The conflicts might even result in cross-border military conflict. The
entire global economy could be affected due to such geopolitical conflicts.
• Increment in the social instabilities
The globalisation approach increases the economy and GPD of the participating
countries. As suggested by Benediktsson and Brunn (2015), the globalisation
approaches cause uneven income distribution, which eventually creates a negative
impact on certain regions and people of the countries involved. This could lead to
social tension, which creates a negative impact on economic development and
social stability. The social tension could also lead to the increment of populism
(Rosenau, 2015).
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2.7 Effect of globalisation on the strategies of the small and medium-sized
fashion industry.
As addressed above, globalisation comes with several opportunities and risks, and
the business enterprises focus on utilising the opportunities at the fullest extent. The
small and medium-sized fashion enterprises are found to be willing to take risks for
achieving success in the new global market (Barnard, 2017). The fashion
enterprises of India have understood the importance of getting involved in
globalisation, with the evidence that most of the popular fashion brands of India
have already expanded their business into the global markets (Hall, 2016). As
suggested by Attir (2019), the e-commerce approach has boosted the business of
fashion enterprises. The fashion enterprises that have attained success in the Indian
market are focusing on achieving success in the new global markets.
One effect caused by globalisation is that the managing bodies of the fashion
enterprises must come up with new strategies and/or modifying existing strategies
that implement necessary changes to fit their globalisation process best (Pratomo,
and Arif, 2019). The modification or new strategy might involve hiring a local
professional with relevant experience in the fashion industry to help the enterprise
understand the tastes and preferences of the people in the new market. It involves
an up-to-date understanding of the business environment of the new market, which
includes political, cultural, economic and legislative aspects of the economy.
According to Pratomo et al., 2019, When a business firm enters a new market, the
most important objectives for the enterprise is brand promotion and popularity. The
business firm comes with effective marketing strategies and an execution plan that
could allow the brand to attract society’s attention. The entire business expansion
could turn out to be ineffective if the business firm is unable to develop a brand
image in a short period of time and especially for the fashion enterprises (Pieterse,
2018). As suggested by Turner and Holton (2015), the enterprise observes increase
or decrease in sales in the process of globalisation as not every enterprise is able to
achieve success in every market.
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2.8 World-Systems Theory
The world-systems theory comprises of a social system which has restrictions,
arrangements, rules and regulations and consistency. It binds the conflicting
components of the group as each group tries to make amendments in the system for
its own advantages (Wallerstein, 1947). According to Wallerstein, the world system
is ‘worldeconomy’, which is formed by the market forces rather than political
forces, which has more than one interdependent area. These areas are dependent on
one another for basic amenities like food, security and energy. Despite
interdependence, the political forces of the areas tend to compete continuously in
order to achieve the power to dominate other areas and benefit their own area
(Goldfrank, 2000). The business enterprises in the developed economies work
towards establishing their operations in developing countries to benefit the
enterprise from low-cost labour and cost-efficiency. The world economy has
experienced one of its most dynamic expansions ever, in the past 15 years, world
trade has tripled, and the global stock of foreign direct investment (FDI) has grown
five-fold, and the number of patents reached a record 5.6 million (Wallerstein,
1947). Consumers often focus on brands that are already famous and popular in the
market. Hence, it becomes challenging for fashion enterprises to enter a new or
foreign market and establish their market place. An effective business strategy with
a well-structured execution plan is the only way for fashion enterprises to attain
success in the global market. A fashion enterprise needs to identify cost-effective
ways and economies, to begin with, expansion in the international markets to
become a part of worldeconomy (Wallerstein, 1947). As suggested by Cvetkovich
(2018), it has been observed that small and medium-sized fashion enterprises using
the same strategies in the global market. The fashion enterprises have a belief that
their existing business strategy is effective, and it could build the required brand
image in the new market. The business enterprises have to focus on implementing
some changes in the strategies because the behaviour of the new market may be
different from the existing market. Before establishing the business in the new
market, the managing bodies of the enterprises observes and analyses the market
for making changes in the strategies or coming up with new strategies (Turner and
Holton, 2015).
23
2.9 Modernisation Theory
The modernisation theory enlightens a process which integrates social, political,
and economic aspects which are important for economic development and
industrialisation (Eisentadt 1966; Hountondji 1996). The modernisation theory
states that modern economies are more fruitful as compared to traditional. (Add
stuff) The theory also states that globalisation is the process of spreading
modernisation across the borders. The communication between the countries has
seen significant growth due to globalisation (Mocombe, 2018). The countries are
becoming modern and developed mainly due to globalisation. The theory states that
globalisation has a great emphasis on international integration.
The fashion enterprises must come up with a business strategy that helps the
enterprise to build a brand image in the new market. The business strategies allow
enterprises to establish a stable business in the new market. The business strategies
also cover up the organisation’s structure, values, ethics, and policies. As suggested
by Joyner et al. (2018), international policies get integrated into the organisation’s
structure and business strategies. The business firm needs to make sure their
business operation is not breaching any kind of policies or ethics. The business
strategies allow business enterprises to attain competitive advantage after business
gets established in the global market. The business strategies enable the firm to
meet the market demand and makes sure the business operation is running
smoothly. The strategies must be made according to the market and society.
Figure 3. Modernization Theory

(Source: Joyner et al. 2018)
24
2.10 Possible effects of globalisation process on the enterprises
The globalisation is mainly carried out by business enterprises that have attained
success in the existing market. Business enterprises enter the global market for
increasing sales, growth, revenue, profit, and production. The business enterprises
focus on attaining market share as fast as possible in the global market.
Globalisation could be considered as a business expansion approach, and the entire
business structure and strategies could change due to globalisation (Gozgor and
Ranjan, 2017). Apart from business enterprises, society and consumers also attain
profit due to this globalisation approach. International policies allow business
enterprises to establish a business in the global market. The business enterprises
must follow both countries’ policies as well. The trading process of the business
firm also may change because they have to deliver the products to different
countries.
The production of the business firm may also change mainly because the product
demands increases, and the firm needs to meet market demand. In the fashion
sector, the goods are transported from one country to another country, so the
manufacturing house needs to increase their production and efficiency. The
business firm experiences an increment in the sales, profit, and revenue to the
globalisation (Potrafke et al,. 2015). The performance of the business enterprise
changes due to globalisation and the business enterprise becomes more dominant
in the existing market.
2.11 Gap of literature

Having reviewed the existing literature in pertinent areas, the researcher finds that
the existing works of literature provide inadequate information and data about the
effects of globalisation on the business strategy of fashion SMEs in North India.
For instance, not many studies were conducted to deeply explore and analyse the
current trends and the comprehensive effects of globalisation on enterprises.
Furthermore, the specific impacts of globalisation on the firm’s business strategy
are not clearly defined in the existing literature. The theories addressed above are
old enough but still have impact in the global world.
25
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
The research methodology is the backbone of the research. This chapter provides
an insight to the reader regarding the method of data collection and the reason for
the selection of a specific process by the author. In this chapter, the researcher
addresses the selected research philosophy, approach, design, and data collection
methodology to collect authentic and relevant data for analysis. Research
methodology can be a mix of different methods and techniques. This research
adopts a quantitative approach and a primary data collection method, i.e., the data
is collected by the researcher directly by surveying the managerial employees of
small and medium-sized enterprises in north India. The primary data collection
method makes the research more authentic and reliable.
3.2 Research Onion
Figure 4. Research Onion

(Source: Disman et al. 2017)
26
3.2 Research philosophy
The research philosophy is a blend of beliefs and suppositions regarding the
methodology and source of data collection for the development of knowledge. The
method and way of data collection are selected at the starting of the research. The
research philosophy outlines a framework to select an appropriate methodology
amongst different alternatives, which best suits to answer the research question
(Quinlan, 2011). With respect to the research onion, research philosophy is broadly
categorised into positivism and interpretivism. The positivist research approach is
adopted to collect data leading to exposure to the truths accurately. The positivist
approach is an observable social outcome which is suitable for this study. As
suggested by Walliman (2017), positivism philosophy is reliable because it
involves actual observations which provide factual data. In a Positivism approach
focuses mainly on the data collected rather than seeking opinions, the researcher is
independent and requires marginal interaction with the research participants
(Disman et al. 2017); Quinlan, 2011). The positivist approach uses a simple survey
including several questions which allow the researcher to gather data about the
research question and research objective. Some researchers criticise the positivist
approach as it limits the information received with the help of a short survey
(Anderson 2013).
On the other hand, the interpretivism research philosophy involves the collection
of data through interviews and interpretations (Disman et al. 2017). The interpretive
approach is subjective, which is not suitable for this study. The research studies the
effects of globalisation on SMEs of the fashion industry in North India, the
interpretive approach may lead to the researcher losing direction as there can be
various interpretations and a large volume of data collected in the relevant research
area (Anderson 2013). The large volume of data needs to be analysed timely and
adequately to achieve the required results. Therefore, the researcher used positivism
research approach to get the desired results.
27
3.3 Research Approach
The research approach involves the steps of assumptions of data collection method,
interpretation, and analysis of data. There are three kinds of research approach, 1)
inductive, 2) deductive and, 3) abductive (Quinlan et al., 2019). According to
Quinlan et al, the inductive approach is used for a study which tends to understand
a phenomenon. The inductive approach is mostly used to analyse qualitative data
for a study. On the other hand, the deductive approach is mostly used in a study
which has developed a hypothesis from the existing literature. This study adopts a
deductive approach which develops a hypothesis from existing literature, which is
analysed further towards more specific findings (Sekaran et al., 2016). While, the
deductive approach involves the extraction of the facts and information from
existing literature, whereas the inductive approach allows researchers to form a new
theory from the available data (Quinlan et al., 2019). The third research approach
is abductive research approach, which is used for a study which addresses
incomplete findings or surprising pieces of evidence which are found at the
beginning of the study. After careful consideration, the author uses the deductive
approach to find the effects of globalisation on the strategy of small and medium-
sized enterprises in North India.
3.4 Research Design

Research design is a plan of tasks and methods which are used to answer the
research question. According to Jackson (2015), the research design outlines a
framework involving several tasks combined by the researcher to study the research
problem efficiently. Generally, there are three types of research designs, namely –
exploratory, descriptive, and explanatory. This research is based on descriptive
research design because it tends to find answers to the research question (Stage and
Manning, 2015). The descriptive study includes a series of questions for responders
and analysis of the data collected through the survey.
28
3.5 Data collection
There are two types of data collection methodology – qualitative and quantitative.
Qualitative data collection methodology helps a researcher to build the theories and
literature from the data findings. Whereas, quantitative data collection methodology
involves statistical calculations and analysis of the data collected through a primary
source – survey (Mai, 2016). This research adopts quantitative data because it
includes data collection by a primary method, which is a survey.
Quinlan et al. (2015) explained that the researcher should collect data which is
relevant to answer the research question and should target individuals whose
responses will enable the researcher to derive to a conclusion regarding the research
question. Data is categorised as primary and secondary. As suggested by Nardi
(2018), this research uses primary data collection method for gathering responses
from 164 high-managerial employees of the small and medium-sized fashion
enterprises in North India. Primary data collection involves the collection of data
directly by the researcher, for instance, sending out a survey to the participants,
whereas, secondary data collection method consists of the collection of data
indirectly, for example, extracting data from previous case studies, journals, books
or articles (Knoke et al. 2017). The employees working as assistant managers,
managers, and senior board members of small and medium-sized enterprises of the
fashion industry in North India, are taken into consideration because they have an
in-depth overview of the strategy of the organisation which they work in. This
provides a purposeful sample for the research.
The method of selecting a unique subset of population for data collection is called
sampling. The number of participants in the sample is known as the sample size.
The research conducts a survey to gain authentic and reliable data which can be
used in further research. The sample size is assumed or calculated while planning
the research. For this study, the data is collected from 164 respondents who possess
a high-managerial job position in small or medium-sized fashion enterprise in North
India. The collected data is analysed and presented in graphs in the next chapter.
As suggested by Beam (2017), a survey comprises of statements related to the
research question. The survey contains statements relevant to this study, which are
developed from the existing literature. The questions in the survey for this study
29
help the researcher to study the effects of globalisation on the business strategy of
the SMEs of the fashion industry in the North. The participants are expected to
respond to the nine given statements with the prearranged options – strongly agree,
agree, neutral, disagree, strongly disagree. Participants are expected to answer the
survey questions based on their expertise and knowledge. According to the
researcher, high-managerial employees are taken into consideration because they
have proper in-depth insights into the business strategy, which will help to answer
the research question.
3.6 Ethical consideration

The most important consideration for this research is the confidentiality as the data
collected is based on the strategy of the enterprises. Such data is highly sensitive
and valuable for other players in the market. The research is undertaken within the
ethical guidelines of the National College of Ireland. The data and information
collected from the survey are used in original form without any changes. A brief is
provided before the survey, which contains valuable information like the duration
of the survey, instructions to voluntarily answer the question and purpose of the
survey. The details of the participants will be kept highly confidential, and data will
be used for academic purpose only. It is ensured that the participants take part
voluntarily and can exit the survey at any point.
3.7 Summary
This chapter explains the methodology undertaken to collect essential data to
answer the main research question. The research has been conducted through a
positivist quantitative approach and a descriptive research design to get the required
results while keeping in mind all the other factors of this research. Research
methodology chapter helps the reader to understand the way research has been
conducted and what is expected from the study. One of the best suitable ways to
understand the research question and engage with participants is to use the above-
discussed methodology.
30
CHAPTER 4: DATA FINDINGS
4.1 Introduction
This chapter comprises the survey questions, and the answers received from the
participants. The data collected from the survey provides reliable and factual data
on the effect of globalisation on the internal strategy of fashion SMEs in North
India. The questions are well-structured and linked to the main research question.
There are nine statements related to the main research question. The participants
were expected to respond to the statements with the pre-set options – strongly agree,
agree, neutral, disagree, strongly disagree. The next section depicts a graphic
representation of the data collected for each question with a brief description of the
responses from 164 participants.
4.2 Questionnaire and findings
4.2.1 Globalisation is the process by which an organisation develops

international influence and/or start operating on an international scale.
Globalisation is the process by which an organisation

develops international influence and/or start operating
on an international scale.
Number of responses
NUMBER OF RESPONSES
110
35
5 7 7
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE
RESPONSE
Figure 5. showing graphical representation of responses for first question of the

survey.
31
Response Percentage % Number of Total number of
responses participants
Strongly agree 67 110 164
Agree 21.3 35 164
Neutral 3 5 164
Disagree 4.2 7 164
Strongly disagree 4.2 7 164
Table 1. representing responses for the first question of the survey
The survey results show, 67% of 164 participants (110 participants) strongly agree,
and 21% of 164 participants (35 participants) agree that globalisation is the process
in which an organisation/enterprise starts operating in international markets or
develops international influence Only 3% participants (5 participants) answered in
neutrality. 4% of the participants (7 participants) disagree, and another 4% of the
participants (7 participants) strongly disagree with this question. The main finding
from this question is that majority of the participants strongly agree that
globalisation is the process of expanding current business operations in an
international market, merger with an international firm for expanding in a new
market, or acquisition of a firm for starting operations in the new market.
4.2.2 Globalisation has a positive impact on small-medium enterprises in North

India.
Globalisation has a positive impact on small -medium

enterprises in North India.
Number of responses
NUMBER OF RESPONSES
85
44
10 13 12
AGREE DISAGREE
RESPONSE
Figure 6. showing graphical representation of responses for second question of

the survey.
32
Response Percentage % Number of responses Total number
of
respondents
Strongly agree 51.8 85 164
Agree 26.8 44 164
Neutral 6 10 164
Disagree 7.9 13 164

Table 2. representing responses for the second question of the survey
The data showed, nearly 52% of participants (85 participants) strongly agreed, and
27% participants (44 participants) agreed that engaging in the process of
globalisation has a positive impact on their organisation. 6% of participants (10
participants) answered in neutrality about the impact of globalisation on their
organisation. Whereas about 8% of participants (13 participants) disagreed and
7.3% participants (12 participants) strongly disagreed on having a positive impact
of globalisation on their organisation. The main finding from this survey question
is that globalisation has a positive impact on SMEs in North India. Nearly 15% of
the participants didn’t agree to the question, which implies their organisation had a
negative impact from globalisation. With the emerging globalisation trend, new
enterprises are entering Indian markets to benefit their organisation from low-cost
labour and low-cost of production. Due to an increasing number of enterprises
entering Indian markets, it poses competition for the existing enterprises of the
Indian markets. This is one of the reasons for the negative impact of globalisation
on some enterprises.
33
4.2.3 Globalisation affects the internal strategy formulation of your organisation.
Globalisation affects the internal strategy

formulation of your organisation.
Number of responses
NUMBER OF RESPONSES
99
25 23
6 11
AGREE DISAGREE
RESPONSE
Figure 7. showing graphical representation of responses for third question of the

survey.
Response Percentage % Number of responses Total number

of respondents
Agree 15.2 25 164
Neutral 3.6 6 164
Disagree 14 23 164
Table 3. representing responses for the third question of the survey
The third question relates to the changes in the internal strategy formulation of small
and medium-sized fashion enterprises due to globalisation. Out of 164 participants,
nearly 60% of participants (99 participants) strongly agreed, and 15 % of
participants (25 participants) agreed to the fact that globalisation has affected the
internal strategy of their enterprise. 3.6% of participants (6 participants) responded
neutrality regarding this concern whereas, 14% of participants (23 participants)
disagreed, and 6.7% of participants (11 participants) strongly disagreed for the
statement that globalisation affects the internal business strategy of their
organisation. The main finding from the third question of the survey is that nearly
20% of the participants disagree with the statement that globalisation affects the
internal strategy formulation for their organisation. As discussed in the previous
34
section, not all enterprises are affected by globalisation. Some of the enterprises are
successful in the new markets with their existing internal strategy. This is one of
the reasons of globalisation not affecting the internal strategy formulation of some
organisations. On the other hand, nearly 70% agreed to the third question of the
survey.
4.2.4 Globalisation has increased the supply of resources such as labour, raw
material, technology, and capital, of your organisation.
Globalisation has increased the supply of

resources such as labour, raw material, technology
and capital, of your organisation.
Number of responses
NUMBER OF RESPONSES
102
35
7 12 8
AGREE DISAGREE
RESPONSE
Figure 8. showing graphical representation of responses for fourth question of the

survey.
Response Percentage % Number of Total

responses number of
respondents
Strongly Agree 62.5 102 164
Agree 20.5 35 164
Neutral 3.9 7 164
Disagree 7.3 12 164
Table 4. representing responses for the fourth question of the survey
According to the data collected, 63% of participants (102 participants) strongly

agreed, and 20% of participants (35 participants) agreed that globalisation increases
the level of harmony amongst the countries by enabling them to share resources
35
such as labour, raw material, technology, and capital. While 4% of participants (7
participants) responded with neutrality for this question. Out of a total of 164
participants, 7% of participants (12 participants) disagreed, and nearly 6% of
participants (8 participants) strongly disagreed to the statement. The main finding
from the fourth question of the survey is that 83% of the participants believe that
globalisation has increased the supply of resources for their organisation. With
eased communication and transportation, it is now easier for organisations to lower
their cost of production and increase the supply of resources from numerous options
available throughout the world. The SMEs have low capital and resources are
compared to MNCs; globalisation has eased the supply of resources for SMEs. This
is one of the effects of globalisation on SMEs.
4.2.5 Globalisation has a positive impact on the sales of your organisation.
G lo b a lisa t io n h a s a n imp a ct o n t h e sa le s o f
yo u r o rg a n isa t io n
Number of responses
NUMBER OF RESPONSES
86
47
10 17
4
AGREE DISAGREE
RESPONSE
Figure 9. showing graphical representation of responses for fifth question of the
survey.

responses respondents
Agree 28.6 47 164
Neutral 2.4 4 164
Disagree 6 10 164
Table 5. representing responses for the fifth question of the survey
36
The data reveals, 52% of participants (86 participants) strongly agreed, and 29% of
participants (47 participants) agreed on the fact that globalisation has impacted the
sales of their organisation. Only 2% of 164 participants (4 participants) answered
in neutrality. Whereas 6% of participants disagreed (10 participants) and 10% of
participants (17 participants) strongly disagreed on being asked about the impact of
globalisation on the sales of their organisation. The main finding from the fifth
question of the survey is 81% of the participants agree that the sales of their
organisation have increased with expansion in international markets. Only 16% of
the participants disagreed to the fifth question. This question implies globalisation
has been beneficial for the majority of SME’s for the sample size of the survey.
4.2.6 Globalisation has increased competition amongst SMEs.
G lo b a lisa t io n h a s in cre a se d co mp e t it io n
a mo n g st S ME s.
Number of responses
NUMBER OF RESPONSES
88
40
19 10 7
AGREE DISAGREE
RESPONSE
Figure 10. showing graphical representation of responses for sixth question of the
survey.

Strongly Agree 53.6 88 164
Agree 14.6 24 164
Neutral 11.5 19 164
Disagree 6 10 164
Strongly 14.2 23 164
disagree
Table 6. representing responses for the sixth question of the survey
37
For enquires about the increased competition amongst the enterprises due to
globalisation, nearly 53% of the participants (88 participants) strongly agreed and
24% of the participants (40 participants) that the globalisation has resulted in
increased competition amongst SMEs. Out of the rest of participants, approximately
11% participants (19 participants) gave neutral response whereas, nearly 6%
participants (10 participants) disagreed and 4% participants (7 participants)
strongly disagreed on being asked whether competition increases amongst SMEs
due to globalisation. The main finding from this research is 68% of the participants
agreed that competition has increased among SMEs. The competition is related to
products and services, costs and revenue, market share, or technology advancement.
Another reason for increased competition is the new firms entering new markets.
The customers have a large number of choices to choose products and services
which best suits their requirement. The customers prefer high quality with low
price. This results in increased competition for SMEs.
4.2.7 New enterprises entering new markets has changed customer preferences in
the fashion industry in India.
Ne w e n t e rp rise s e n t e rin g n e w ma rke t s h a s

ch a n g e d cu st o me r p re f e re n ce s in f a sh io n
in d u st ry in I n d ia .
Number of responses
NUMBER OF RESPONSES
78
54
7 18 7
AGREE RESPONSE DISAGREE
Figure 11. showing graphical representation of responses for seventh question of

the survey.
38
Agree 33 54 164
Neutral 4.2 7 164
Disagree 11 18 164
Table 7. representing responses for the seventh question of the survey
From the data collected, it is shown that 47.5% participants (78 participants)
strongly agreed and 33% participants (54 participants) agreed that new enterprises
entering new markets had changed customer preferences in the fashion industry in
North India. Approximately 4% of the participants answered in neutrality about this
statement. While out of remaining participants, 11% participants (18 participants)
disagreed and 4% participants (7 participants) strongly disagreed to the fact that
globalisation has changed customer preferences due to new enterprises entering
new markets. The main finding from the seventh question of the survey is that most
of the respondents agree that new firms entering new markets has changed
consumer preferences. Due to the increasing number of firms, consumers have
more options to choose from. The consumers have various alternatives to choose
the best quality product or best service provider at low cost (Jeansson et al. 2017).
According to data collected, very few SMEs still have customers who prefer the
local enterprise despite the new brands or enterprises entering their economy.
4.2.8 Globalisation has increased the demand for foreign goods.

G lo b a lisa t io n h a s in cre a se d t h e d e ma n d o f
f o re ig n g o o d s.
Number of responses
NUMBER OF RESPONSES
92
35 24
10 3
AGREE DISAGREE
RESPONSE
Figure 12. showing graphical representation of responses for eighth question of

the survey.
39
Strongly Agree 56 92 164
Agree 21.3 35 164
Neutral 6 10 164
Disagree 14.6 24 164
Table 8. representing responses for the eighth question of the survey
According to the knowledge and experience of 164 respondents, working at a high-

managerial level in fashion SMEs in North India, nearly 56% of the participants (92
participants) strongly agreed, and 21% of the participants (35 participants) agreed
that there is an increased demand of foreign goods due to globalisation. Whereas
14.6% of participants (24 participants) disagreed for the statement and 1.8%
participants (3 participants) strongly disagreed on being asked whether
globalisation increases the demand for foreign goods. Out of 164 participants, 6%
of the participants answered neutrality regarding the increase of foreign goods due
to globalisation. The main finding from the eighth survey question is a majority of
high-level professionals have seen that globalisation has increased the demand for
foreign goods. As discussed above, the customers get various options to choose
amongst different alternatives available in the economy (Jeansson et al. 2017). The
customers prefer foreign goods as compared to the local products as it provides
recognition of owning something different from other customers, which later
becomes a trend and people start preferring foreign goods rather than local goods.
40
4.2.9 Globalisation has led to reduced tariffs and barriers for SMEs in North
India.
G lo b a lisa t io n h a s le d t o re d u ce d t a rif f s a n d
b a rrie rs f o r sme s in No rt h I n d ia .
Number of responses
NUMBER OF RESPONSES
57
41 33
25
8
AGREE DISAGREE
RESPONSE
Figure 13. showing graphical representation of responses for ninth question of

the survey.

Strongly agree 35 57 164
Agree 25 41 164
Neutral 15.2 25 164
Disagree 20.1 33 164
Strongly 4.8 8 164
disagree
Table 9. representing responses for the ninth question of the survey
From the data collected through the survey, 35% participants (57 participants)
strongly agreed, and 25% participants (41 participants) agreed that globalisation
has led to reduced tariffs and barriers for SMEs in North India. 15% of participants
(25 participants) answered in neutrality. Out of the remaining participants, 20% of
participants (33 participants) disagreed, and nearly 5% of participants (8
participants) strongly disagreed to the statement. With increasing globalisation
trends, communication and transportation have improved massively. The
government, legislation and international governing body have reduced tariffs and
barriers for SMEs in order to benefit and grow their economy. This is one of the
effects of globalisation on SMEs acknowledged in this study.
41
CHAPTER 5 DISCUSSION
The literature suggests there are various changes in the internal strategy of the
enterprise during different steps stages of the globalisation and internationalisation
process. The working of the business, structure, policies and strategy formation
have changed over the years due to emerging global trends. According to Yoder et
al. (2016), the enterprises implement changes depending on the market trends to
take advantage of the opportunities available in the market because of globalisation.
Also, the marketing trends used by the enterprises have changed over time as now
they undertake marketing in different ways in different markets to attract different
kinds of customers across the globe. According to Palaniswamy and Duraiswamy
(2018), it is essential for the business firms to make certain changes in the existing
strategies; the strategies do not need to be completely changed because the same
strategies have assisted the enterprise in attaining success in the existing market.
As suggested by Lupton et al. (2018), the market’s behaviour has changed due to
globalisation. The business enterprises tend to expand their business to the global
markets focus on providing their products and services to build up a brand image
which is recognised in different markets across the globe. According to Suzuki and
Okamuro (2017), consumers prefer a well-known foreign brand over the home-
country made products. A brand image is achieved by enterprises because
globalisation has eased communication and transportation throughout the world,
which enables enterprises to communicate with consumers in different markets
easily and effectively. As revealed by survey results, 64% of participants agree that
globalisation has increased the demand for foreign goods. The consumers are able
to choose from a large number of options as goods and services are available from
different economies throughout the world without the hassle and barriers like
communication, transportation, and technology. The people in the country also get
benefits as they have access to international goods and services at reasonable prices
while being in their home country (Jeansson et al. 2017). Due to globalisation and
customers getting more accessibility, the value for money and customer satisfaction
has increased. According to Hilmersson et al. (2017), when a business enterprise
enters a new market, they provide reasonable products and services to the customers
42
in order to establish their presence in the new market. This works hand-in-hand
benefitting both the customers and the enterprise. Another observation from data
says globalisation has improved communication, transportation and technology. As
suggested by Graetz and Franks (2016), business enterprises tend to bring
technology and techniques from the existing market to the new market. The
globalisation is incomplete without enterprises being able to send their products to
different countries with accessible and quick transportation facilities (Hyde and
Higgs, 2016). There is a greater exchange of transportation facilities,
communication and exchange of technology amongst economies.
According to He et al. (2019), the demand of a product gets distributed among the
different competitors and the new entrants in the market which reduces the share of
the existing enterprises in the market. Globalisation has resulted in increased
competition, as depicted in the data findings from the survey. The enterprises tend
to gain a competitive advantage in the existing market, and this results in the next
step of expansion, which is globalisation. A business enterprise gains competitive
advantage with its effective strategy formulation with respect to the market trends
and advancements in technology. According to Pratomo and Arif (2019), The
business enterprise gains a competitive advantage in the existing business
environment due to globalisation. The business operations and functions are made
flexible to adapt to changing the business environment. The policies, procedures,
strategy, operations, structure, and functioning of the enterprise undergoes through
changes in the process of becoming global. The working environment provided to
the employees by the organisation is improved to conform with international
business standards due to globalisation (Iizuka and Katz, 2015). The survey results
represent the same; nearly 74% of the participants agreed that business functions
and operations are influenced by business expansion strategy.
As the data is collected from high-managerial professionals of the fashion SMEs in
North India, it suggests that globalisation is composed of opportunities and risks.
There are ample of opportunities when an enterprise steps in a new market after
careful consideration of internal and external market forces; this is the reason for
emerging trends of globalisation in every sector. The enterprises tend to take risks
for achieving success in the new markets (Kara and Firat, 2018). In the process of
43
globalisation, the business enterprises of the developed economies focus on
establishing their business in other developed or developing economies (Hall,
2016). The enterprises expanding globally help in easing the tension between
different economies, as both the economies get benefits of new products and
services emerging in their markets. On the other side, there might be tension
between economies which can pose as a risk for an enterprise operating in the
differing country. The globalisation of enterprises can overcome this tension
between different economies to give a boost to their economy and increasing
productivity (Krugman, 2017).
International policies play a major role in globalisation. According to Maladzhi
(2015), international policies are flexible to encourage business enterprises to
operate in different economies. To further add, the international policies and
financial institutions provide funding and assistance with the enterprises which are
willing to enter their economy, which helps in boosting the overall economy. The
international policies ensure that the business operations remain unaltered by
specific country policy and government. According to Rogers et al. (2016),
international policies play a major role in influencing the business environment and
process of globalisation for an enterprise.
As suggested by Hilmersson et al. (2017), when an SME enters a new international
market, it focuses on providing products or services at a reasonable price to
establish a brand image in the first place. This is beneficial for both – the consumers
and the enterprise. According to Levitt (1983), the enterprise tends to expand in the
neighbouring international markets when it is able to achieve a competitive
advantage in its local market. This is the first stage of the globalisation process. The
data collected depicts that there is greater competition amongst SMEs and a change
in customer preferences due to the process of globalisation. According to Gozgor
and Ranjan (2017), globalisation has increased interdependence amongst
economies. The cross-border trade of goods and services is influenced by economic
globalisation (Maladzhi, 2015).
There is also a cross-border integration of different cultures, values, and ideas
across the globe because of globalisation. But not everyone in the economy accepts
the change. People in the economy can be resistant to change.
44
CHAPTER 6: CONCLUSION AND RECOMMENDATION.
6.1 Conclusion
The main research aim of this study is to understand and analyse the effect of
globalisation on the business strategy of small and medium-sized fashion
enterprises in North India. The research mainly focused on SMEs because SMEs is
a major contributor to the Indian economy. The literature used in the study
illustrates that the fashion SMEs in North India are indulging into the globalisation
process for expanding their operations in international markets. Globalisation has
become a business trend which is being followed by a majority of SMEs as well as
MNCs. According to data collected, majority of the fashion SMEs have seen a
positive impact on the sales, increased supply of resources, increased competition,
change in consumer preferences, and reduced tariffs and barriers due to emerging
and evolving globalisation trends. It is observed that SMEs tend to take risks to
achieve success in the global markets. The internal strategy of the SMEs is affected
by the international policies, government of different economies, rules and
regulations of specific countries, and area of operations. The SMEs are following
globalisation trends similar to MNCs as they see the potential of growing in the new
markets by targeting the customers with good quality products at lower prices. This
is the reason every business enterprise is focusing on expanding the business to the
global market.
The first objective of the study was to understand the concept of globalisation and
the survey questions were prepared to understand the effects of globalisation on the
internal strategy of fashion SMEs in North India. The first question of the survey
analysed the knowledge of customer regarding globalisation. Majority of the
participants know the meaning of globalisation as it is a modern trend, and the
participants were high-managerial employees of fashion SMEs in North India. The
globalisation trend has developed gradually, which has helped in resolving the
tension and increasing harmony between the countries. Globalisation has improved
the ties between different economies, which has increased the supply of resources
such as low-cost labour, production efficient technology, effective communication
ways, and decrease in barriers amongst different markets.
45
The other objective of the study was to analyse the positive and negative effects of
globalisation on Fashion SMEs of North India. According to the real-time
experience of high-managerial professionals of the fashion SMEs, globalisation has
a positive effect on the sales of their enterprise and has benefited the enterprise with
an increased supply of efficient resources. The internal strategy of fashion SMEs
has to be shaped, keeping in mind the capability to expand, the international
standards, and the laws and rules of the different economies. Apart from the positive
effects of globalisation on the business strategy of fashion SMEs in North India,
there are several negative impacts also. The SMEs in the existing market has faced
increased competition from the new enterprises entering their existing markets. The
market share of the existing enterprises is taken up by new firms as they tend to
offer a variety of products or services at a low cost to capture the customer’s
attention and build a brand image.
6.2 Research limitations

There are few limitations linked with the research work. Firstly, the research could
have been more reliable if the sample size was increased to achieve remarkable
results. Secondly, the survey included a few statements for the respondents to agree
or disagree due to which the area of analysis became limited. The area of research
could be better if more time was allotted for this study. Another limitation was the
delay in participants responses. The survey was sent out to a lot more high-
managerial employees, out of which the author received 164 responses only. The
response collected from the participants has been interpreted by the author in
relation to the research aim.
6.3 Future scope of the study
The effect of globalisation is a wide topic; there is a scope to research further on
this topic. This study has given future researchers the opportunity to deeply research
into the effects of globalisation on the business strategy of the SMEs of the fashion
industry in North India. The research has not covered some of the globalisation
effects due to time and budget constraints, and future research can cover the other
effects of globalisation on the business strategy of the SMEs on the fashion industry
in North India.
46
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51
APPENDICES
Appendix 1.
Information sheet
Dear participants,
My name is Mehak Chhabra. I am pursuing M.Sc. in management. I am conducting
a research, along with Dr. Yanyi Wang, on the effects of globalisation on the
strategy of small and medium fashion enterprises in North India.
It would be very helpful if you spare 15 minutes to contribute in this research. All
responses will be kept highly confidential.
Please note, participants are free to withdraw at any point of time. The survey is
designed to collect data from high-level management members who formulate
strategy for small or medium fashion enterprise in North India.
If you have any questions about the survey, Please email at:
[email protected]
I’ve invited you to fill in a form:

https://docs.google.com/forms/d/e/1FAIpQLSewuosOKwN1sZXSLm5PPxF4PrA
Tce2oml6c5yPPkzqqYy30OA/viewform?usp=sf_link
52
Appendix 2. Survey
1. Are you male or female?

o Female
o Male
o Prefer not to say
2. Please specify your age?
3. Where do you live?
4. Are you working in fashion enterprise in India?

o Yes
o No
5. Which of the following best describes your job position?

o Customer support executive
o Assistant manager
o Senior manager
o CEO/CFO/COO/Director/Shareholder
o Other
6. Globalisation is the process by which an organisation develops

international influence and/or start operating on an international scale.
Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
7. Do you think globalisation has positive impact on small-medium

enterprises in India?
o Agree
o Neutral
o Disagree
o Strongly disagree
8. Globalisation affects the strategy formulation of your organisation.

o Agree
o Neutral
o Disagree
o Strongly disagree
9. Globalisation has increased the supply of resources such as labour, raw

material, technology and capital, of your organisation.
o Agree
o Neutral
o Disagree
53
o Strongly disagree
10. Globalisation has an impact on the sales of your organisation.

o Agree
o Neutral
o Disagree
o Strongly disagree
11. Globalisation has an impact on the innovation landscape and the strategy
of your organisation.
o Agree
o Neutral
o Disagree
o Strongly disagree
12. New firms entering new markets has changed customer preferences in
fashion industry in India.
o Agree
o Neutral
o Disagree
o Strongly disagree
13. Globalisation has led to reduced tariffs and barriers for small-medium
enterprises in India
o Agree
o Neutral
o Disagree
o Strongly disagree
14. Globalisation gives rise to a high risk in the organisation's performance.

o Agree
o Neutral
o Disagree
o Strongly disagree
54

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DISSERTATION REPORT ON

Employee’s Relation“Attitude towards the Organization”

submitted in partial fulfillment of the requirements for the award of a degree of

MASTER OF BUSINESS ADMINISTRATION

VMSB UTTARAKHAND TECHNICAL UNIVERSITY DEHRADUN, UTTARAKHAND

TULA’S INSTITUTE, DEHRADUN, UTTARAKHAND

This is to certify that the dissertation entitled:

at Tulas’s institute, Dehradun for the degree of ‘Master of Business Administration in

Supervisor Name: Mr. Bharat Bhusan

Supervisor designation: Assistant Professor

Name and Signature of External Examiner:

Figure 1. Conceptual Framework...........................................................................15

Table 1. Representing responses for the first question of the survey......................32

GDP – Gross Domestic product

1.2 Research background

1.4 Research aim

1.5 Research objectives

1.6 Research questions

1.8 Significance of the study

2.2 Conceptual framework

Figure 1. Conceptual Framework (created by author)

2.4 Types of globalisation

Figure 2. Aspects involved in globalisation

• Ethical Business Practices

2.6 Risks involved in globalisation

Figure 3. Modernization Theory

2.11 Gap of literature

3.2 Research Onion

Figure 4. Research Onion

3.4 Research Design

3.6 Ethical consideration

4.2 Questionnaire and findings

4.2.1 Globalisation is the process by which an organisation develops

Globalisation is the process by which an organisation

Figure 5. showing graphical representation of responses for first question of the

Table 1. representing responses for the first question of the survey

4.2.2 Globalisation has a positive impact on small-medium enterprises in North

Globalisation has a positive impact on small -medium

Figure 6. showing graphical representation of responses for second question of

Disagree 7.9 13 164

Table 2. representing responses for the second question of the survey

Globalisation affects the internal strategy

Figure 7. showing graphical representation of responses for third question of the

Response Percentage % Number of responses Total number

Table 3. representing responses for the third question of the survey

Globalisation has increased the supply of

Figure 8. showing graphical representation of responses for fourth question of the

Response Percentage % Number of Total

Table 4. representing responses for the fourth question of the survey

According to the data collected, 63% of participants (102 participants) strongly

4.2.5 Globalisation has a positive impact on the sales of your organisation.

Response Percentage % Number of Total number of

Table 5. representing responses for the fifth question of the survey

4.2.6 Globalisation has increased competition amongst SMEs.

Response Percentage % Number of Total number of

Table 6. representing responses for the sixth question of the survey

Ne w e n t e rp rise s e n t e rin g n e w ma rke t s h a s

Figure 11. showing graphical representation of responses for seventh question of

Table 7. representing responses for the seventh question of the survey