A simultaneous assessment of the hierarchical models of market orientation and external environmental factors (EEFs) on the relationship between innovation orientation and concept development in chain restaurants / Mazalan Mifli

This thesis is about extending the research on menu innovation process in chain restaurant industry. The global consumer foodservice markets, nowadays, are mostly at the stage of saturation, and this presents great challenges to the industry. Hence, a viable new model of menu innovation process has...

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Détails bibliographiques
Auteur principal:	Mifli, Mazalan
Format:	Thèse
Langue:	anglais
Publié:	2014
Sujets:	Marketing Advertising
Accès en ligne:	https://ir.uitm.edu.my/id/eprint/34927/1/34927.pdf

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