International Marketing

Cases from Malaysia

This book is a collection of ten cases encountered by Malaysian firms when marketing beyond the national boundary. Focusing on real life problems, the cases are selected from five industries, namely frozen prawns, ceramic tiles, cane furniture, cake mix, and fresh cut orchids. Thought-provoking questions are provided at the end of each case to serve as guides for users. Executive and business students who wish to develop and sharpen their analytical and decision-making capabilities will find the cases both interesting and beneficial. The book is expected to be used along with other pedagogical methods for management training and education.

Preface My interest in problems encountered by Malaysian firms that engage in
international marketing and export activities goes back to the late seventies when
l was asked to conduct a survey of Malaysian exporters for the International ...