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

• Main Authors: Md Isa, Filzah, Hoe, Chee Hee, Othman, Siti Norezam, Din, Mohd Salleh, Mohd Harif, Mohd Amy Azhar, Hussin, Zolkafli, Md Jani, Mohamad Yusop
• Format: Article
• Language: English
• Published: Centre for Promoting Ideas 2012
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/14130/1/35.pdf; http://repo.uum.edu.my/14130/; http://www.ijbssnet.com/journal/index/1290

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 esp...