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

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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Main Authors: Sohail, M. Sadiq, Mahmood, Mohamad Farid
Format: Article
Language:English
Published: Faculty of Business and Management ; UiTM Press 2000
Subjects:
Malaysia
Online Access:http://ir.uitm.edu.my/id/eprint/11414/
http://ir.uitm.edu.my/id/eprint/11414/
http://ir.uitm.edu.my/id/eprint/11414/1/AJ_M.%20SADIQ%20SOHAIL%20JIBE%2000.pdf
id uitm-11414
recordtype eprints
spelling uitm-114142016-11-21T08:33:35Z http://ir.uitm.edu.my/id/eprint/11414/ Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood Sohail, M. Sadiq Mahmood, Mohamad Farid Malaysia Malaysia 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. Faculty of Business and Management ; UiTM Press 2000 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11414/1/AJ_M.%20SADIQ%20SOHAIL%20JIBE%2000.pdf 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, Economics and Entrepreneurship (JIBE), 8 (1). pp. 63-79. ISSN 0128-7494 https://jibe.uitm.edu.my/
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Malaysia
Malaysia
spellingShingle Malaysia
Malaysia
Sohail, M. Sadiq
Mahmood, Mohamad Farid
Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
description 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.
format Article
author Sohail, M. Sadiq
Mahmood, Mohamad Farid
author_facet Sohail, M. Sadiq
Mahmood, Mohamad Farid
author_sort Sohail, M. Sadiq
title Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
title_short Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
title_full Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
title_fullStr Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
title_full_unstemmed Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood
title_sort pioneering disadvantage : consumer reactions to marketing mix strategies / m. sadiq sohail and mohamad farid mahmood
publisher Faculty of Business and Management ; UiTM Press
publishDate 2000
url http://ir.uitm.edu.my/id/eprint/11414/
http://ir.uitm.edu.my/id/eprint/11414/
http://ir.uitm.edu.my/id/eprint/11414/1/AJ_M.%20SADIQ%20SOHAIL%20JIBE%2000.pdf
first_indexed 2023-09-18T22:47:55Z
last_indexed 2023-09-18T22:47:55Z
_version_ 1777417349039652864

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