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

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

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...

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Main Authors:	Ahamat, Amiruddin, Shahkat Ali, Muhamad Sham, Azami, Muhamad Afnan, Prasad, Nunna Venkata
Format:	Article
Language:	English
Published:	IBIMA Publishing 2022
Online Access:	http://eprints.utem.edu.my/id/eprint/27290/2/0122728122023622.PDF http://eprints.utem.edu.my/id/eprint/27290/ https://ibimapublishing.com/articles/JMRCS/2022/492387/492387.pdf
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id	my.utem.eprints.27290
record_format	eprints
spelling	my.utem.eprints.272902024-07-04T09:06:56Z http://eprints.utem.edu.my/id/eprint/27290/ Innovation marketing from the perspective of new technologies in the food and beverage industry Ahamat, Amiruddin Shahkat Ali, Muhamad Sham Azami, Muhamad Afnan Prasad, Nunna Venkata 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. IBIMA Publishing 2022 Article PeerReviewed text en http://eprints.utem.edu.my/id/eprint/27290/2/0122728122023622.PDF 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 https://ibimapublishing.com/articles/JMRCS/2022/492387/492387.pdf 10.5171/2022.492387
institution	Universiti Teknikal Malaysia Melaka
building	UTEM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknikal Malaysia Melaka
content_source	UTEM Institutional Repository
url_provider	http://eprints.utem.edu.my/
language	English
description	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.
format	Article
author	Ahamat, Amiruddin Shahkat Ali, Muhamad Sham Azami, Muhamad Afnan Prasad, Nunna Venkata
spellingShingle	Ahamat, Amiruddin Shahkat Ali, Muhamad Sham Azami, Muhamad Afnan Prasad, Nunna Venkata Innovation marketing from the perspective of new technologies in the food and beverage industry
author_facet	Ahamat, Amiruddin Shahkat Ali, Muhamad Sham Azami, Muhamad Afnan Prasad, Nunna Venkata
author_sort	Ahamat, Amiruddin
title	Innovation marketing from the perspective of new technologies in the food and beverage industry
title_short	Innovation marketing from the perspective of new technologies in the food and beverage industry
title_full	Innovation marketing from the perspective of new technologies in the food and beverage industry
title_fullStr	Innovation marketing from the perspective of new technologies in the food and beverage industry
title_full_unstemmed	Innovation marketing from the perspective of new technologies in the food and beverage industry
title_sort	innovation marketing from the perspective of new technologies in the food and beverage industry
publisher	IBIMA Publishing
publishDate	2022
url	http://eprints.utem.edu.my/id/eprint/27290/2/0122728122023622.PDF http://eprints.utem.edu.my/id/eprint/27290/ https://ibimapublishing.com/articles/JMRCS/2022/492387/492387.pdf
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score	13.211869

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

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