A simultaneous assessment of the hierarchical models of market orientation and External Environmental Factors (EEFs) on the relationship between innovation orientation and concept development in chain restaurants / Mazalan Mifli

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A simultaneous assessment of the hierarchical models of market orientation and External Environmental Factors (EEFs) on the relationship between innovation orientation and concept development in chain restaurants / Mazalan Mifli

This thesis is about extending the research on menu innovation process in chain restaurant industry. The global consumer foodservice markets, nowadays, are mostly at the stage of saturation, and this presents great challenges to the industry. Hence, a viable new model of menu innovation process has...

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Bibliographic Details
Main Author:	Mifli, Mazalan
Format:	Book Section
Language:	English
Published:	Institute of Graduate Studies, UiTM 2015
Subjects:	Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/19229/

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