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The extent of marketing capability and market orientation in franchise business in Malaysia

Md Isa, Filzah and Hoe, Chee Hee and Othman, Siti Norezam and Din, Mohd Salleh and Mohd Harif, Mohd Amy Azhar and Hussin, Zolkafli and Md Jani, Mohamad Yusop (2012) The extent of marketing capability and market orientation in franchise business in Malaysia. International Journal of Business and Social Science, 3 (10). pp. 325-334. ISSN 2219-1933

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The purpose of this study is to provide a deeper insight and understanding into issues surrounding that impact the success of franchisors in Malaysia.In this paper, the researchers explore the role and extent of marketing capability and market orientation concept applied by Malaysian franchisors especially the Muslim entrepreneurs, in developing and operating their franchise businesses.In doing so, the critical success factors (CSFs) of franchisors will be identified and then confirmed using three methods of qualitative study: convergent interview, confirmatory workshop and secondary information. The case study approach involves a series of in-depth interviews with several predetermined local franchise entrepreneurs (franchisors) who have proved to be successful in their business operations and who actively play a dominant role in the industry.The information gathered from this study is useful in forming guidelines for the success of business operators in franchising.

Item Type: Article
Additional Information: [Special Issue – May 2012]
Uncontrolled Keywords: Marketing capability, market orientation, franchise business, critical success factors.
Subjects: H Social Sciences > HF Commerce
Divisions: School of Business Management
Depositing User: Dr. Filzah Md. Isa
Date Deposited: 17 May 2015 04:07
Last Modified: 07 Dec 2016 01:06

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