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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Bibliographic Details
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:https://ir.uitm.edu.my/id/eprint/11414/

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