Pioneering Disadvantage: Consumer Reactions to Marketing Mix Strategies

Journal of International Business and Entrepreneurship, Vol. 8, No.1, pp 63-79, 2001

13 Pages Posted: 25 Aug 2015

See all articles by M. Sadiq Sohail

M. Sadiq Sohail

King Fahd University of Petroleum & Minerals (KFUPM)

Mohamad Mahmood

Independent

Date Written: 2001

Abstract

Prior research has focused on the early entrant advantage, although a growing body of knowledge 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 tum of the century, it has a meager 17 percent 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 inappropriate 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.

Suggested Citation

Sohail, M. Sadiq and Mahmood, Mohamad, Pioneering Disadvantage: Consumer Reactions to Marketing Mix Strategies (2001). Journal of International Business and Entrepreneurship, Vol. 8, No.1, pp 63-79, 2001. Available at SSRN: https://ssrn.com/abstract=2650266 or http://dx.doi.org/10.2139/ssrn.2650266

M. Sadiq Sohail (Contact Author)

King Fahd University of Petroleum & Minerals (KFUPM) ( email )

Dhahran, 31261
Saudi Arabia

Mohamad Mahmood

Independent

No Address Available

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