Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
Prior research has focused on the early entrant advantage, although a growing body of knowledgde suggests suggests that late movers have been outselling pioneers. In this research, the authors examine the issue of a pay phone service provider in Malaysia. In 1990, the company launches its product an...
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Faculty of Business and Management ; UiTM Press,
2000.
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001 | repouitm_11414 | ||
042 | |a dc | ||
100 | 1 | 0 | |a Sohail, M. Sadiq |e author |
700 | 1 | 0 | |a Mahmood, Mohamad Farid |e author |
245 | 0 | 0 | |a Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood |
260 | |b Faculty of Business and Management ; UiTM Press, |c 2000. | ||
500 | |a https://ir.uitm.edu.my/id/eprint/11414/1/AJ_M.%20SADIQ%20SOHAIL%20JIBE%2000.pdf | ||
520 | |a Prior research has focused on the early entrant advantage, although a growing body of knowledgde suggests suggests that late movers have been outselling pioneers. In this research, the authors examine the issue of a pay phone service provider in Malaysia. In 1990, the company launches its product and creates an industry, but by the turn of the century, it has a meager 17 per cent of the market share. The Paper examines the specific issue of how a market pioneer has been eclipsed. It is hypothesized that the main cause of the declining sales is the in appropriate marketing mix strategies. The major findings based on a survey include consumers' acceptance level of the product, price, place, promotion, people, process and physical evidence strategies of the company. | ||
546 | |a en | ||
690 | |a Malaysia | ||
690 | |a Malaysia | ||
655 | 7 | |a Article |2 local | |
655 | 7 | |a PeerReviewed |2 local | |
787 | 0 | |n https://ir.uitm.edu.my/id/eprint/11414/ | |
787 | 0 | |n https://jibe.uitm.edu.my/ | |
856 | 4 | 1 | |u https://ir.uitm.edu.my/id/eprint/11414/ |z Link Metadata |