JOURNAL ARTICLE

Published

1. Ramli, N. S. (2020). Veni, Vidi, Vici: Immigrant Entrepreneurship at the Historical Town of Melaka and Venice. KATHA-The Official Journal of the Centre for Civilisational Dialogue, 16(1), 106-152.

Abstract: This aim of this study is to investigate the strategy and influence factors of immigrant entrepreneurship at the World Heritage Site of Melaka and Venice. It focused only the immigrant entrepreneurs that involved directly in the tourism industry within both cities. A theory-building qualitative approach was followed. It gathered the data by conducting twelves semi-structured interviews in the historical site of Venice and Melaka. It adopted thematic analysis to analyse the transcript interviews data that stored in NVivo. Both cases were presented in a comparative view. The original contributions indicated that immigrant entrepreneurs: (1) applied market segmentation and niche products, (2) played in pricing strategy, and (3) promoted their businesses using their strong immigrant-network ties at the host country. Also, there are some similarities and differences in their approach compared to the local entrepreneurs were generally discussed. This paper contributes to understanding better the immigrant entrepreneurship phenomenon in both Venice and Melaka. Also, several limitations and recommendations for further study were discussed.

Keywords: Marketing strategy, Tourism, Immigrant entrepreneurs, Historical site, Immigrant entrepreneurship

Full text: download

2. Raeisi, S.,Ramli, N. S. & Lingjie, M. (2020). A Systematic Review of the Influence of Internal Marketing on Service Innovation. Journal of Risk and Financial Management, 13(9), 207.

Abstract: This paper aims aimed to present the trends of the literature review in internal marketing and service innovation between 1990 and 2016. The significant reason to conduct this research is that significant variables of internal marketing to link with service innovation are not clearly defined. This research yielded 22 systematic reviews of articles in the Scopus library and adopted a thematic analysis to analyze the data collected. This study provides provided answers to research questions by elaborating on overall trends, objectives, theoretical framework, methodologies, and potential variables that strongly connect between internal marketing and service innovation. While sample sizes are limited to this paper, it suggests suggested fruitful recommendations for future research to overcome this limitation. This research has had two practical implications for managers to redefine their roles and the relationship between members of the organization and to help managers and the firms to consider internal marketing efforts towards motivation, organizational culture, and organizational learning.

Keywords: Internal marketing, Service innovation, Systematic review, Thematic analysis, Human resources

Full text: download

3. Raeisi, S., Lingjie, M., & Ramli, N. S. (2019). A Hierarchical Model of Mediation Effect of Motivation (MO) between Internal Marketing (IM) and Service Innovation (SI). Administrative Sciences, 9(4), 85.

Abstract: This study investigates the mediation effect of motivation (MO) between internal marketing (IM) and service innovation (SI) using a hierarchical model. It adopts Bahman Group Corp of the automobile industry in Iran as a case study. This paper aims to examine the effect of internal marketing (IM) on service innovation (SI) by the mediation effect of motivation (MO). It develops a theoretical hierarchical multi-component model and analyses through a two-step approach of higher-order model by using PLS on 171 clean data. This research uses a survey method to collect data from the employees of Bahman Group Corp. The results indicate that motivation (MO) has a partial mediation effect between internal marketing (IM) and service innovation (SI). This study illustrates that internal communication (IC) and a New Organizational Delivery system (NOD) have the most substantial effect on internal marketing (IM) and service innovation (SI). Moreover, this research highlights to the service-based organisation to pay more attention to enhance internal marketing dimensions, especially in terms of service innovation to improve competitiveness. The results recommend further studies to examine the correlation between each indicator. The findings conclude with two main contributions and managerial implication to the research area that impactful to the subject of study.

Keywords: Internal marketing, Service innovation, Hierarchical multi-component model, SmartPLS, The mediation effect

Full text: download

4. Ramli, N.S. (2017), The Second World War: the Pretty and Ugly of Marketing Strategies in the Us Cosmetic Firms by Diaspora Entrepreneurs and the Non-Diaspora Entrepreneurs, Business History eJournal, 8(21)

Abstract: The purpose of this research is to explore diaspora entrepreneurship from a historical perspective, and compare the differences in marketing strategies between diaspora and non-diaspora entrepreneurs in the development of cosmetic brands during the Second World War. The findings indicate that firstly, diaspora entrepreneurs have a tendency to venture into market-oriented businesses through niches, while non-diaspora entrepreneurs seem more interested in brand-oriented businesses. Secondly, diaspora entrepreneurs put more endeavour into marketing innovation, whilst the non-diaspora entrepreneurs continued to improve their product through innovations, retaining the same product line and target market. Finally, during Second World War diaspora entrepreneurs started to implement market segmentation, whilst non-diaspora entrepreneurs ventured into vertical product differentiation. It notes the implications for entrepreneurs relevant to firm entry processes, diaspora entrepreneurship, and management. This study primarily advances a better knowledge of diaspora entrepreneurship business strategy in a historical context.

Keywords: Marketing strategy, Diaspora, Cosmetic industry, Second World War

Full text: download

5. Ramli, N. S. (2017). A review of marketing strategies from the European chocolate industry. Journal of Global Entrepreneurship Research, 7(1), 1-10.

Abstract: This paper reviews the main marketing strategies applied by the European chocolate industry. It focuses on the role of country-of-origin, product diversification and scenarios, and provides a historical overview of the industry. This is followed by a discussion of the association between a brand and country-of-origin, before scrutinising the chocolate industry. The analysis of this study uses evidence gathered from the consumer chocolate ranking, company annual reports, consultant statistics, corporate websites and the newspaper archives. The analysis compares the marketing strategies of case studies selected; namely, Ferrero Rocher, Cadbury, Lindt and Sprüngli and Godiva. Moreover, emphasis is placed on the similarities and differences of these brands and other chocolate brands outside Europe. The study’s existing literature and analysis suggests that historical context and business history play important roles over time.

Keywords: Chocolate industry, Marketing strategies, Global brands, Qualitative research, Europe

Full text: download

6. Ramli, N. S. (2015). Immigrant entrepreneurs on the world's successful global brands in the cosmetic industry. Procedia-Social and Behavioral Sciences, 195, 113-122.

Abstract: The cosmetic industry is a thriving global industry. It was the most successful industry during the Great Depression from the early 1930s till the end of World War II. The aim of this study is to examine the evolution of cosmetics brands created by immigrant founders and the extent of such cosmetics brands in the industry from the date they were created until now. The analysis in this study indicates that cosmetics brands created by immigrant entrepreneurs have survived and grown through innovation in four areas. The study confirms that the cosmetic industry is a relevant industry that can promise another booming prospect in the future. It also provides evidence to support the findings. Implications of innovation and future trends in the cosmetic industry are discussed.

Keywords: Immigrant entrepreneurs; Global brands; Cosmetic industry, Innovation

Full text: download

Under Review

1. Systematic Review: Immigrant Entrepreneurship on Entrepreneurial Opportunity Identification in Europe

Abstract: Immigrant entrepreneurship is an essential arena in social and politico-economic in Europe. Many studies have been developed in various areas from the immigrant entrepreneurship field. This paper aims to illustrate a systematic review of immigrant entrepreneurship that focuses on entrepreneurial opportunity identification in Europe. In doing so, two research questions are raised. First, what has been studied so far in the entrepreneurial opportunity identification among immigrant entrepreneurs in Europe? Also, what are the trends that marked this phenomenon in this research niche? For this purpose, searches were performed in five electronic databases using keywords, and 70 peer-reviewed articles published in high impact journals are examined based on their (a) objectives, (b) main focus on entrepreneurial opportunity identification, (c) conceptual/theoretical frameworks, and (d) methodologies, and non-evaluated articles were excluded. A systematized review protocol appraised primary research material evaluating immigrant entrepreneurship phenomenon in Europe published between 2000 and 2017. This paper provides evidence that most papers on immigrant entrepreneurship have focused on Europe and particularly by countries. Besides, the review has identified the individual level of analysis, particularly by region and country, and the deductive perspective as a common trend of studying immigrant entrepreneurship in Europe. In sum, there is a shortage in theory building and type of studies in this field of knowledge. From the review, several gaps in the literature have identified that need to be filled in future research to extend the scientific understanding of immigrant entrepreneurship in Europe, which the European Union is working now.

Keywords: Systematic review, Entrepreneurship opportunity identification, Europe, Immigrant entrepreneurs, Marketing strategy

2. Contribution Factors in Identifying Entrepreneurial Opportunities in Europe: Evidence between Immigrant and Non-Immigrant Entrepreneurs

Abstract: This paper aims to explore the contributing factors in identifying entrepreneurial opportunities in Europe between immigrant entrepreneurs and non-immigrant entrepreneurs. The comparative study between the two groups of entrepreneurs in Europe is relatively new, and exploratory nature is needed to understand the current situation. This study uses a quantitative approach through survey and non-probability sampling to analyse 900 clean data in understanding the phenomenon. It observes ten identified variables that influence both groups of entrepreneurs in identifying entrepreneurial opportunities. This study adopts a regression analysis for data collected through a prolific survey platform, and it compares the results from both groups of entrepreneurs. Data analysis and results were presented correctly and followed by discussion. This study concludes by summarising the finding, future recommendations, limitations of the study, and practical implications.

Keywords: Immigrant entrepreneurship, Entrepreneurial opportunities identification, Europe, Migration

3. Marketing strategy analysis in the Italian textile industry: The case of Marzotto, 1836 – 2004

Abstract: The aim of this paper is to examine marketing practices within the Italian textile industry. This study focuses on the marketing strategy part of Marzotto Company from its date of foundation in 1836 to 2004. This period of time corresponds to almost the whole life of its founder and family members, and progressive changes in its marketing strategy. Although this study focuses only at Marzotto Company, it compares with other competitors either by country and company within period of study in general. The study utilizes both primary and secondary sources to provide retrospective analysis of marketing strategy over time at one of a giant Italian textile company. This study uses neither a company archive nor other useful archive and semi-structured interview with relevant interviewees such as ex-workers within period of study. It adopts triangulation method to validate data gathered through cross verification from at least two or more sources. This study uses thematic analysis to illustrate the findings. Findings from this paper explain how marketing works at Marzotto company and provide detailed analysis of how it built its brand identity over time. The limitation of this study is very few primary sources were available. Therefore, the paper is based on secondary sources for the most part, with supports from interview. The original contribution from this study is it will fill the gap in current marketing literature, which many studies usually neglect the historical part of either the company or industry as a relevant topic. Moreover, the paper demonstrates that textile companies developed a rather sophisticated approach to marketing that is still in use. The paper is organized into five sections. First, it provides with general narration of the Italian historical context in which the industry was born and evolved. Second, it explains some basic information, trends and competition, regarding the Italian textile industry from date of foundation in 1836 to 2004. Third, it examines the Marzotto Company as well as the figure of Luigi Marzotto and important family members that lead the company within period of study. Fourth, it scrutinizes how the Marzotto Company built its brand identity, and how its marketing strategy corresponds to the mission and vision of Marzotto. The final section provides some implications, further questions and future recommendations.

Keywords: Marketing, Italy, Brand, Textile Industry, Marzotto