A case study of production orientation: Malayan canned pineapple

Abstract

Analyses reasons underlying the decline in the Malayan share of the UK canned pineapple market and identifies a lack of effective sales and marketing policies. Attempts to explain the factors contributing to reductions in sales as owing to two factors: general decline in the share of the canned pineapple in the canned fruit market; and the lack of an aggressive sales policy by Malaysia. Concludes that unless Malaya revolutionises its marketing approach, its declining share of the UK pineapple canned market will continue tofall.

Citation

Jabbar, S. (1972), "A case study of production orientation: Malayan canned pineapple", European Journal of Marketing, Vol. 6 No. 3, pp. 147-154. https://doi.org/10.1108/EUM0000000005135