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Market structures of fast food industry within the context of the firms competitiveness

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dc.title Market structures of fast food industry within the context of the firms competitiveness en
dc.contributor.author Asamoah, Emmanuel Selase
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Innovation and Knowledge Management: A Global Competitive Advantage, Vols 1-4
dc.identifier.isbn 978-0-9821489-5-2
dc.date.issued 2011
dc.citation.spage 992
dc.citation.epage 996
dc.event.title 16th International-Business-Information-Management-Association Conference
dc.event.location Kuala Lumpur
utb.event.state-en Malaysia
utb.event.state-cs Malajsie
dc.event.sdate 2011-06-29
dc.event.edate 2011-06-30
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association (IBIMA) en
dc.subject fast food en
dc.subject market structure en
dc.subject monopolistic en
dc.subject competitiveness en
dc.description.abstract The global fast food industry is characterized by monopolistic competition. The fast food industries in many countries are generally made up of large number of independent firms. The aim of this paper is to provide an overview of the implications of the market structure of fast food firms and how firms in the industry can operate competitively given the structure of the market in which they operate. The paper examines some proactive, practical and result oriented tools that will enhance marketing practices in the fast food industry. The study concludes that marketers in the fast industry must adopt and manipulate the tenets of the marketing mix namely product, price, promotion, place, physical evidence, people and process to differentiate their products/brand in order to gain competitive advantage increase their market share. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003329
utb.identifier.rivid RIV/70883521:28120/11:43867475!RIV12-MSM-28120___
utb.identifier.obdid 43867772
utb.identifier.scopus 2-s2.0-84905088227
utb.identifier.wok 000317549601087
utb.source d-wok
dc.date.accessioned 2013-07-27T14:55:05Z
dc.date.available 2013-07-27T14:55:05Z
utb.contributor.internalauthor Asamoah, Emmanuel Selase
utb.contributor.internalauthor Chovancová, Miloslava
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