Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood

Sohail, M. Sadiq and Mahmood, Mohamad Farid (2000) Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood. Journal of International Business and Entrepreneurship, 8 (1). pp. 63-79. ISSN 0128-7494

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: Marketing strategy, Pay phone service provider, Malaysia, Market pioneer
Subjects: H Social Sciences > HF Commerce > Marketing > Malaysia
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling > Malaysia
Divisions: Malaysian Entrepreneurship Development Centre (MEDEC)
Depositing User: Staf Pendigitan 1
Date Deposited: 10 Mar 2015 03:47
Last Modified: 21 Nov 2016 08:33
URI: http://ir.uitm.edu.my/id/eprint/11414

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