The Issues and Challenges of Diversification Strategy: The Case of Sutera Sanjung Sdn. Bhd.
Diversification strategy is one of the means to expand business among Small Medium Enterprises (SMEs). The success of the strategy allows the business to develop not only locally, but also venture into international market. However, various issues and challenges could be associated with diversifi...
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| Format: | Conference or Workshop Item |
| Language: | en |
| Published: |
2023
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| Online Access: | https://repo.uum.edu.my/id/eprint/30607/1/8th%20ICSC%202023%20144-153.pdf https://repo.uum.edu.my/id/eprint/30607/ |
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| author | Kamarudin, Muhamad Ali Imran Yusof, Mohd Sufli Ramli, Azahari Othman, Shahrina Hasan, Hasnizam |
| author_facet | Kamarudin, Muhamad Ali Imran Yusof, Mohd Sufli Ramli, Azahari Othman, Shahrina Hasan, Hasnizam |
| author_sort | Kamarudin, Muhamad Ali Imran |
| building | UUM Library |
| collection | Institutional Repository |
| content_provider | Universiti Utara Malaysia |
| content_source | UUM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Diversification strategy is one of the means to expand business among Small Medium Enterprises
(SMEs). The success of the strategy allows the business to develop not only locally, but also venture
into international market. However, various issues and challenges could be associated with
diversification strategy implementation particularly among SMEs. Therefore, this study aims to
discover the issues and challenges faced by Sutera Sanjung Sdn. Bhd. (SSSB), one of the steadilygrowing
diversified business in Northern Peninsular Malaysia. This study employed a few rounds of
one-on-one interview with the business owner as the key informant to meet the study objective. The
recorded interview sessions are then transcribed and analyzed using thematic analysis through the
Nvivo12 software. The findings revealed that issues pertaining to competition, damaging rumours and
different nature of diversified business are among the challenges faced by SSSB. From the policy
standpoint, this study sheds the light on the development of entrepreneurial training program. The
program conducted by the relevant ministries and government agencies including Ministry of
Entrepreneur and Cooperatives Development (MECD), Majlis Amanah Rakyat (MARA) and, SME
Corporation (SME Corp.) needs to be specifically designed to address the issues and challenges of
business diversification. While for practical implication, this study helps to provide vital information
among other businesses particularly SMEs on what to expect when starting their diversification
planning and strategy. |
| format | Conference or Workshop Item |
| id | my.uum.repo-30607 |
| institution | Universiti Utara Malaysia |
| language | en |
| publishDate | 2023 |
| record_format | eprints |
| spelling | my.uum.repo-306072024-03-21T07:56:22Z https://repo.uum.edu.my/id/eprint/30607/ The Issues and Challenges of Diversification Strategy: The Case of Sutera Sanjung Sdn. Bhd. Kamarudin, Muhamad Ali Imran Yusof, Mohd Sufli Ramli, Azahari Othman, Shahrina Hasan, Hasnizam HF Commerce Diversification strategy is one of the means to expand business among Small Medium Enterprises (SMEs). The success of the strategy allows the business to develop not only locally, but also venture into international market. However, various issues and challenges could be associated with diversification strategy implementation particularly among SMEs. Therefore, this study aims to discover the issues and challenges faced by Sutera Sanjung Sdn. Bhd. (SSSB), one of the steadilygrowing diversified business in Northern Peninsular Malaysia. This study employed a few rounds of one-on-one interview with the business owner as the key informant to meet the study objective. The recorded interview sessions are then transcribed and analyzed using thematic analysis through the Nvivo12 software. The findings revealed that issues pertaining to competition, damaging rumours and different nature of diversified business are among the challenges faced by SSSB. From the policy standpoint, this study sheds the light on the development of entrepreneurial training program. The program conducted by the relevant ministries and government agencies including Ministry of Entrepreneur and Cooperatives Development (MECD), Majlis Amanah Rakyat (MARA) and, SME Corporation (SME Corp.) needs to be specifically designed to address the issues and challenges of business diversification. While for practical implication, this study helps to provide vital information among other businesses particularly SMEs on what to expect when starting their diversification planning and strategy. 2023 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/30607/1/8th%20ICSC%202023%20144-153.pdf Kamarudin, Muhamad Ali Imran and Yusof, Mohd Sufli and Ramli, Azahari and Othman, Shahrina and Hasan, Hasnizam (2023) The Issues and Challenges of Diversification Strategy: The Case of Sutera Sanjung Sdn. Bhd. In: 8th International Case Study Conference, 30 August-1 September 2023, Ibis Melaka Hotel, Bandar Melaka, Malaysia. |
| spellingShingle | HF Commerce Kamarudin, Muhamad Ali Imran Yusof, Mohd Sufli Ramli, Azahari Othman, Shahrina Hasan, Hasnizam The Issues and Challenges of Diversification Strategy: The Case of Sutera Sanjung Sdn. Bhd. |
| title | The Issues and Challenges of Diversification Strategy: The Case of
Sutera Sanjung Sdn. Bhd. |
| title_full | The Issues and Challenges of Diversification Strategy: The Case of
Sutera Sanjung Sdn. Bhd. |
| title_fullStr | The Issues and Challenges of Diversification Strategy: The Case of
Sutera Sanjung Sdn. Bhd. |
| title_full_unstemmed | The Issues and Challenges of Diversification Strategy: The Case of
Sutera Sanjung Sdn. Bhd. |
| title_short | The Issues and Challenges of Diversification Strategy: The Case of
Sutera Sanjung Sdn. Bhd. |
| title_sort | issues and challenges of diversification strategy: the case of
sutera sanjung sdn. bhd. |
| topic | HF Commerce |
| url | https://repo.uum.edu.my/id/eprint/30607/1/8th%20ICSC%202023%20144-153.pdf https://repo.uum.edu.my/id/eprint/30607/ |
| url_provider | http://repo.uum.edu.my/ |