The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia

Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marke...

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Main Author:	Akbar, Fazal
Format:	Thesis
Language:	English English English
Published:	2017
Subjects:	HF5001-6182 Business
Online Access:	http://eprints.uthm.edu.my/782/1/24p%20FAZAL%20AKBAR.pdf http://eprints.uthm.edu.my/782/2/FAZAL%20AKBAR%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/782/3/FAZAL%20AKBAR%20WATERMARK.pdf
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id	my-uthm-ep.782
record_format	uketd_dc
spelling	my-uthm-ep.7822021-08-30T07:56:08Z The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia 2017-10 Akbar, Fazal HF5001-6182 Business HF5410-5417.5 Marketing. Distribution of products Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marketing strategies on firm performance. This thesis emphases on the views of managers and owners on marketing strategies and their impact on firm performance in furniture manufacturing SMEs. The researcher test a model that reflects the expected relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Based on a review of pertinent literature, this thesis develops a model that reflects relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Quantitative research approach using survey design was adopted. Data was collected using close-ended questionnaires systematically distributed to a sample of 250 potential managers and owners out of which 145 were received useful for the analysis. Both descriptive and inferential statistical tools such as factor analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) were used to analyse the data using SPSS 23 and SmartPLS 3 software. The study found that the effect of entrepreneurial marketing strategy on performance is not significant. As a result, the owner / manager of the furniture manufacturing SMEs using the guerrilla marketing strategy were found negative effect on the firm performance. Relationship marketing strategy is considered to be using this strategy, followed by niche marketing strategy is the most important determinant of marketing strategy. However, ambush marketing and viral marketing were found to have no significant impact on firm performance. This research contributes to the theoretical and practical knowledge systems by providing evidence of the relationship between niche marketing strategies and their impact on firm performance. 2017-10 Thesis http://eprints.uthm.edu.my/782/ http://eprints.uthm.edu.my/782/1/24p%20FAZAL%20AKBAR.pdf text en public http://eprints.uthm.edu.my/782/2/FAZAL%20AKBAR%20COPYRIGHT%20DECLARATION.pdf text en staffonly http://eprints.uthm.edu.my/782/3/FAZAL%20AKBAR%20WATERMARK.pdf text en validuser mphil masters Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	HF5001-6182 Business HF5001-6182 Business
spellingShingle	HF5001-6182 Business HF5001-6182 Business Akbar, Fazal The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
description	Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marketing strategies on firm performance. This thesis emphases on the views of managers and owners on marketing strategies and their impact on firm performance in furniture manufacturing SMEs. The researcher test a model that reflects the expected relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Based on a review of pertinent literature, this thesis develops a model that reflects relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Quantitative research approach using survey design was adopted. Data was collected using close-ended questionnaires systematically distributed to a sample of 250 potential managers and owners out of which 145 were received useful for the analysis. Both descriptive and inferential statistical tools such as factor analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) were used to analyse the data using SPSS 23 and SmartPLS 3 software. The study found that the effect of entrepreneurial marketing strategy on performance is not significant. As a result, the owner / manager of the furniture manufacturing SMEs using the guerrilla marketing strategy were found negative effect on the firm performance. Relationship marketing strategy is considered to be using this strategy, followed by niche marketing strategy is the most important determinant of marketing strategy. However, ambush marketing and viral marketing were found to have no significant impact on firm performance. This research contributes to the theoretical and practical knowledge systems by providing evidence of the relationship between niche marketing strategies and their impact on firm performance.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Akbar, Fazal
author_facet	Akbar, Fazal
author_sort	Akbar, Fazal
title	The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
title_short	The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
title_full	The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
title_fullStr	The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
title_full_unstemmed	The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia
title_sort	effect of marketing strategies on firm performance: a study of furniture manufacturing smes in johor malaysia
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2017
url	http://eprints.uthm.edu.my/782/1/24p%20FAZAL%20AKBAR.pdf http://eprints.uthm.edu.my/782/2/FAZAL%20AKBAR%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/782/3/FAZAL%20AKBAR%20WATERMARK.pdf
_version_	1747830679971823616

The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia

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