A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah

This need for a marketing capabilities model that is applicable to MiEs underlies the principal purpose of this research to identify what are the marketing capabilities applied in MIEs; to identify the marketing performance adopted by MIEs; to come out with a business model depicting the relationshi...

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Main Author:	Mohamed, Baderisang
Format:	Thesis
Language:	English
Published:	2009
Subjects:	HF5001-6182 Business
Online Access:	http://eprints.usm.my/47544/1/BADERISANG%20MOHAMED000024.pdf
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id	my-usm-ep.47544
record_format	uketd_dc
spelling	my-usm-ep.475442020-10-14T07:32:22Z A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah 2009 Mohamed, Baderisang HF5001-6182 Business This need for a marketing capabilities model that is applicable to MiEs underlies the principal purpose of this research to identify what are the marketing capabilities applied in MIEs; to identify the marketing performance adopted by MIEs; to come out with a business model depicting the relationship between marketing capabilities and the marketing performance of , the MIEs; and to validate the proposed business model of MiEs. This study was done on a developing country market (Kedah, Malaysia) where no marketing capabilities study has yet been carried out. Initially, qualitative methodology was applied with the use of past literatures review, in-depth interview with owner/manager of MiEs and observation techniques. All findings from each category were later triangulated to form a proposed model framework. The conceptual framework considered the marketing capabilities practiced as the independent variables and marketing performance as consequences of marketing capabilities. Later, it was tested with the quantitative survey method. Hypotheses of the study were tested using SPSS tools. The findings of the study supported the hypotheses of the study and confirmed the applicability of the proposed marketing capabilities framework. The findings of this study are mostly consistent with the previous marketing capabilities studies undertaken in other places. This first synthesis model of marketing capabilities for MiEs, is still to be established as a generic model. 2009 Thesis http://eprints.usm.my/47544/ http://eprints.usm.my/47544/1/BADERISANG%20MOHAMED000024.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Siswazah Perniagaan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Mohamed, Baderisang A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
description	This need for a marketing capabilities model that is applicable to MiEs underlies the principal purpose of this research to identify what are the marketing capabilities applied in MIEs; to identify the marketing performance adopted by MIEs; to come out with a business model depicting the relationship between marketing capabilities and the marketing performance of , the MIEs; and to validate the proposed business model of MiEs. This study was done on a developing country market (Kedah, Malaysia) where no marketing capabilities study has yet been carried out. Initially, qualitative methodology was applied with the use of past literatures review, in-depth interview with owner/manager of MiEs and observation techniques. All findings from each category were later triangulated to form a proposed model framework. The conceptual framework considered the marketing capabilities practiced as the independent variables and marketing performance as consequences of marketing capabilities. Later, it was tested with the quantitative survey method. Hypotheses of the study were tested using SPSS tools. The findings of the study supported the hypotheses of the study and confirmed the applicability of the proposed marketing capabilities framework. The findings of this study are mostly consistent with the previous marketing capabilities studies undertaken in other places. This first synthesis model of marketing capabilities for MiEs, is still to be established as a generic model.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mohamed, Baderisang
author_facet	Mohamed, Baderisang
author_sort	Mohamed, Baderisang
title	A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
title_short	A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
title_full	A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
title_fullStr	A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
title_full_unstemmed	A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah
title_sort	business model of marketing capabilities and marketing perform:ances -the case of micro-enterprises (mies) in kedah
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Siswazah Perniagaan
publishDate	2009
url	http://eprints.usm.my/47544/1/BADERISANG%20MOHAMED000024.pdf
_version_	1747821799235649536

A Business Model Of Marketing Capabilities And Marketing Perform:Ances -The Case Of Micro-Enterprises (Mies) In Kedah

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