Business Strategy Series: Volume 13 Issue 1
Table of contents - Special Issue: Focus on Malaysia
Deriving consensus rankings via multicriteria decision making methodology
Amy Poh Ai Ling, Mohamad Nasir Saludin, Masao MukaidonoThis paper seeks to take a cautionary stance to the impact of the marketing mix on customer satisfaction, via a case study deriving consensus rankings for benchmarking on selected…
Young Malaysians' chocolate brand familiarity: the effect of brand's country of origin and consumer consumption level
Teo Poh Chuin, Osman MohamadConsumer brand familiarity influences product judgment and the purchase decision. This study aims to examine consumer familiarity towards local and foreign chocolate brands and…
The impact of religious sensitivity on brand trust, equity and values of fast food industry in Malaysia
Rozita Naina Mohamed, Norzaidi Mohd DaudThis study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia.
New marketing definition: a future agenda for low cost carrier airlines in Indonesia
Yudi Fernando, Norizan Mat Saad, Mahmod Sabri HaronA new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their…
Repositioning strategy in the ecotourism industry: a case of Bario
May‐Chiun Lo, Abang Azlan Mohamad, Peter Songan, Alvin YeoThe aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination.
Property values and safety improvement strategy of playground
Maryam Mani, Seyed Mehdi Hosseini, Aldrin AbdullahThe goal of this study is to investigate the importance of safety issues in playgrounds, related to type of equipment and undersurface and their potential impacts on property…
Are they listening to my voice?
Amily FikryThis paper aims to describe the ways to market electrical and electronic household appliances to the teenagers market.