• Marketing Strategies
• International Trade
• Product Development
• Strategic Analysis
• Consumer Research
• Economic Competitiveness of Global Textile Complex

Research has focused on production and distribution issues. Production issues include the market analysis of industry competencies ("core values") to match market demand. Product branding decisions, the mix of national brand ("branded") and private brand ("store's own label"), are critical issues for manufacturers and retailers to make regarding the brand mix of production and distribution. Distribution issues relate to manufacturing business strategies to provide "timely" textile products ("quick response," impact of trade and global sourcing) to the marketplace. Retail marketing issues include a human capital perspective (retail management motivation, retail buyers' judgments) as well as a resource capital perspective (retail channel competition, retail stock models, alternative venues - Internet.)

Product/consumption issues include an examination of consumer market segmentation with textile products (product criteria, consumer lifestyle) to meet consumer needs. Service issues include consumer satisfaction/dissatisfaction with store services, including customer retention. Consumer lifestyle research, the focus of the doctoral dissertation, has provided depth on consumer understanding, leading to additional market segmentation and service research studies.

Since assuming a faculty position in North Carolina, research interests in textile marketing challenges have taken on an increased applied nature due to the close proximity of the domestic textile and apparel industry. A recent research focus encompassing economic competitiveness has led to studies on the North Carolina textile complex,in conjunction with the North Carolina Department of Commerce. Economic competitiveness in the global marketplace remains a key research interest, including both the strategies and tactics that industry participants utilize for global leadership positioning.

To pursue scholarly work Cassill tests and adapts marketing and consumer behavior conceptual frameworks to extend the literature in textile marketing. The Business Strategic Planning Process Model (Kotler, 2006) is an eight-stage model designed to shape/reshape a company's business and products to meet consumer needs. Textile marketing challenges are addressed by examination of internal and external environments (step 2) with results used in goal formulation (step 3) and strategy formulation (Step 4).

Two models (The Consumer Decision Process Model, Engel, Blackwell, 2006; Diffusion of Innovations, Rogers, 1995) serve as frameworks for "pull marketing" studies. Consumer decision making focuses on a seven-stage approach to understanding marketing and consumer influences (demographics, lifestyle) on product evaluation/purchase/satisfaction. Rogers' 1995 model depicts the barriers to new product introduction (feasibility, likelihood to purchase.)

Predominantly, quantitative approaches (via mailed surveys, experimental design with in-store data collection) are used. However, qualitative approaches have been used to refine research question(s) and identify quantitative instrument items for examination.

Future research, building on this research program, will focus on two areas:  production and distribution textile marketing challenges in the global marketplace. Production issues include industry core competencies (especially for domestic companies) needed to compete in the global marketplace. Distribution issues include import/export marketing challenges with a focus on textile products and marketing services. Research results should continue to yield a stream of research for journal publication, diverse opportunities for external grant monies, and dissemination of research results to industry and government.