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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Bibliographic Details

Main Authors:	Mazalan Mifli, Rahmat Hashim, Artinah Zainal
Format:	Article
Language:	en
Published:	2015
Subjects:	HF Commerce
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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