Innovation marketing from the perspective of new technologies in the food and beverage industry

Ahamat, Amiruddin and Shahkat Ali, Muhamad Sham and Azami, Muhamad Afnan and Prasad, Nunna Venkata (2022) Innovation marketing from the perspective of new technologies in the food and beverage industry. Journal of Marketing Research and Case Studies, 2022. pp. 1-14. ISSN 2165-7009

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Abstract

Today, the Food and Beverage (F&B) sector focuses more on using innovative marketing technologies to introduce their products and enhance their company's image. However, consumer adoption technology of products or services continues to be a challenge for the marketer in the market. This is because consumers are more attracted to using new technology to get information and buy products through online or digital marketing platforms. The primary purpose of this research is to examine the use of innovative marketing technology in Malaysia. The study will focus on one specific Food and Beverage marketer: MAMEE-Double Decker (M) Bhd. In the context of Malaysia, the competitive environment has driven MAMEEDouble Decker (M) Sdn. Bhd. to adopt an aggressive promotional strategy to gain market share. This research also aims to investigate the factors influencing the adaption of Innovative Marketing Technology and its impact on the F&B sector in Malaysia. This study adopts qualitative methodology through in-depth interviews with the selected participants, providing insights and understanding of the complex phenomena in the company. The outcome of this study demonstrates that the effectiveness of innovative marketing technology within business practices ensures the company remains sustainable and competitive. Future studies employing a longitudinal approach extending to other small and medium enterprises would enrich the marketing technology context. This study is essential as it can be used as a guide for businesses in the Food and Beverage sector. Innovation is one of the critical solutions for companies to remain and succeed in increasingly competitive markets in Malaysia.

Item Type:	Article
Uncontrolled Keywords:	Innovation marketing, New technologies, Consumer acceptance
Divisions:	Faculty of Technology Management and Technopreneurship
Depositing User:	Sabariah Ismail
Date Deposited:	04 Jul 2024 09:06
Last Modified:	04 Jul 2024 09:06
URI:	http://eprints.utem.edu.my/id/eprint/27290
Statistic Details:	View Download Statistic

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