Business Strategy Series: Volume 13 Issue 1

Deriving consensus rankings via multicriteria decision making methodology

Amy Poh Ai Ling, Mohamad Nasir Saludin, Masao Mukaidono

This 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 Mohamad

Consumer 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 Daud

This 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 Haron

A 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 Yeo

The 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 Abdullah

The 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 Fikry

This paper aims to describe the ways to market electrical and electronic household appliances to the teenagers market.