A case study of production orientation: Malayan canned pineapple
Abstract
Analyses reasons underlying the decline in the Malayan share of the UK canned pineapple market and identifies a lack of effective sales and marketing policies. Attempts to explain the factors contributing to reductions in sales as owing to two factors: general decline in the share of the canned pineapple in the canned fruit market; and the lack of an aggressive sales policy by Malaysia. Concludes that unless Malaya revolutionises its marketing approach, its declining share of the UK pineapple canned market will continue tofall.
Keywords
Citation
Jabbar, S. (1972), "A case study of production orientation: Malayan canned pineapple", European Journal of Marketing, Vol. 6 No. 3, pp. 147-154. https://doi.org/10.1108/EUM0000000005135
Publisher
:MCB UP Ltd
Copyright © 1972, MCB UP Limited