FULL MANUFACTURING VERSUS SUBCONTRACTING BUSINESS MODELS IN THE CROATIAN TEXTILE AND CLOTHING INDUSTRY

The purpose of this study was to compare the strategic behavior and performance of two groups of companies: manufacturers and subcontractors operating in the Croatian textile and clothing industry. The hypotheses were tested with data collected from company survey carried out during the period of December 2006 to February 2007 in Croatia. The data was analyzed using one-way analysis of variance and chi-square test. The results indicate that manufacturers have higher total expenses and higher capital intensity. They pay higher than average wages and are more inclined to conduct R&D, design and development and carry out market research. Manufacturers tend to emphasize their own brands and invest in marketing and promotion significantly more than subcontractors. The findings show that manufacturers exhibited higher productivity level than subcontractors, which was not the case with profitability. The framework provided helps manufacturers evaluate their current position better and improve their market positioning accordingly.