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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Business and Management ; UiTM Press
2000
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/11414/ |
| _version_ | 1848802981526372352 |
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| author | Sohail, M. Sadiq Mahmood, Mohamad Farid |
| author_facet | Sohail, M. Sadiq Mahmood, Mohamad Farid |
| author_sort | Sohail, M. Sadiq |
| building | UiTM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T21:31:59Z |
| format | Article |
| id | uitm-11414 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:31:59Z |
| publishDate | 2000 |
| publisher | Faculty of Business and Management ; UiTM Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-114142016-11-21T08:33:35Z https://ir.uitm.edu.my/id/eprint/11414/ Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood jibe 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 https://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. (2000) Journal of International Business, Economics and Entrepreneurship (JIBE) <https://ir.uitm.edu.my/view/publication/Journal_of_International_Business,_Economics_and_Entrepreneurship_=28JIBE=29.html>, 8 (1). pp. 63-79. ISSN 0128-7494 https://jibe.uitm.edu.my/ |
| spellingShingle | Malaysia Malaysia Sohail, M. Sadiq Mahmood, Mohamad Farid Pioneering disadvantage : consumer reactions to marketing mix strategies / M. Sadiq Sohail and Mohamad Farid Mahmood |
| title | 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_short | 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 |
| topic | Malaysia Malaysia |
| url | https://ir.uitm.edu.my/id/eprint/11414/ https://ir.uitm.edu.my/id/eprint/11414/ |