Managing menu innovation in a saturated market: an empirical evidence from restaurant chains in Malaysia
This paper presents the empirical results of a recently concluded research study about managing menu innovation in a consumer market that has reached to its saturation level. Such market condition resulting in increased competition and, therefore, a need for increased innovation is essential. In t...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | en |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/15319/1/Managing_menu_innovation_in_a_saturated_market.pdf https://eprints.ums.edu.my/id/eprint/15319/ |
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