Kamarudin, Muhamad Ali Imran and Yusof, Mohd Sufli and Ramli, Azahari and Othman, Shahrina and Hasan, Hasnizam (2023) The Issues and Challenges of Diversification Strategy: The Case of Sutera Sanjung Sdn. Bhd. In: 8th International Case Study Conference, 30 August-1 September 2023, Ibis Melaka Hotel, Bandar Melaka, Malaysia.

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Abstract

Diversification strategy is one of the means to expand business among Small Medium Enterprises (SMEs). The success of the strategy allows the business to develop not only locally, but also venture into international market. However, various issues and challenges could be associated with diversification strategy implementation particularly among SMEs. Therefore, this study aims to discover the issues and challenges faced by Sutera Sanjung Sdn. Bhd. (SSSB), one of the steadilygrowing diversified business in Northern Peninsular Malaysia. This study employed a few rounds of one-on-one interview with the business owner as the key informant to meet the study objective. The recorded interview sessions are then transcribed and analyzed using thematic analysis through the Nvivo12 software. The findings revealed that issues pertaining to competition, damaging rumours and different nature of diversified business are among the challenges faced by SSSB. From the policy standpoint, this study sheds the light on the development of entrepreneurial training program. The program conducted by the relevant ministries and government agencies including Ministry of Entrepreneur and Cooperatives Development (MECD), Majlis Amanah Rakyat (MARA) and, SME Corporation (SME Corp.) needs to be specifically designed to address the issues and challenges of business diversification. While for practical implication, this study helps to provide vital information among other businesses particularly SMEs on what to expect when starting their diversification planning and strategy.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Diversification strategy, small medium enterprises (SMEs), issues and challenges, entrepreneurial training, Dynamic Capability Theory (DCT).
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute for Management and Business Research (IMBRe)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	21 Mar 2024 07:56
Last Modified:	21 Mar 2024 07:56
URI:	https://repo.uum.edu.my/id/eprint/30607

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