The effects of brand strategy and design innovation on the brand performance of the Malaysian furniture firms / Puteri Fadzline Muhamad Tamyez

• Main Author: Muhamad Tamyez, Puteri Fadzline
• Format: Book Section
• Language: English
• Published: Institute of Graduate Studies, UiTM 2015
• Subjects: Market segmentation. Target marketing
• Online Access: http://ir.uitm.edu.my/id/eprint/19335/1/ABS_PUTERI%20FADZLINE%20MUHAMAD%20TAMYEZ%20VOL%207%20IGS%2015.pdf; http://ir.uitm.edu.my/id/eprint/19335/
• Institution: Universiti Teknologi Mara

Brand strategy and design innovation is frequently discussed as key sources of competitive advantage and subsequent brand performance, particularly in the context of SMEs and large sized firms. One of the sectors that are affected by the growth of branding and design innovation is the furniture manu...