THESIS AND DISSERTATION

1. Ramli, N.S. (2016). A Comparative Study of Marketing Strategies: The Development of Cosmetic Brands Created by Diaspora Entrepreneurs and Non-Diaspora Entrepreneurs in the US Cosmetic Industry. Doctoral Thesis, University of York.

Abstract: The purpose of this research is to explore diaspora entrepreneurship from a business history and marketing perspective, and compare the differences in marketing strategies between diaspora and non-diaspora entrepreneurs in the development of cosmetic brands. The research is focused on four cosmetic brands as case studies (Avon, Estée Lauder, Maybelline, and Johnson & Johnson) and three periods of interest (date of brand creation, during the Great Depression and during World War II). A case study methodology relies heavily on the historical archives of the companies, supported by data from open-ended unstructured interviews. Thematic analysis was used, and through a combination theory of entrepreneurial opportunity identification and development, marketing strategies, and resource-based view, data was analysed through manual coding. 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 at the point of brand creation. Secondly, during the Great Depression 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 World War II diaspora entrepreneurs started to implement market segmentation, whilst non-diaspora entrepreneurs ventured into vertical product differentiation. Drawing upon literature on diasporas, entrepreneurship and marketing, this thesis has reconceptualised diaspora entrepreneurship, and studying the diaspora phenomena from a business management perspective. It contributes to the emerging stream of research on diaspora entrepreneurship and introduces a unique historical insight from a business history and marketing perspective. It notes the implications for entrepreneurs relevant to entry processes, diaspora entrepreneurship, and management. This study primarily advances a better knowledge of diaspora entrepreneurship in a historical context .

Keywords: diaspora entrepreneurs, global brands, historical approach, marketing strategy, crises periods

Full text: upon request

2. Ramli, N.S. (2009). The Brand Equity of Petronas Petroleum Products: The Perspective of Malaysian Consumers. Master Dissertation, Open University Malaysia.

Abstract: This study examines the perspective of Malaysian consumers on buying petroleum products. This study uses PETRONAS as a case study to examine the relationship of potential variables that could be factors of buying. The main objective of this research is to investigate these factors that could be important to the formation brand equity of PETRONAS petroleum product to its consumer overall satisfaction. The identified variables in this research include brand loyalty, brand trust, perceived quality, brand association, and other proprietary brand assets. This study focuses only within Klang Valley because of its high populations in Malaysia. This is a quantitative study and the research method of this study is using closed-ended questionnaires with 400 samples from random consumers. Data collection gathers from potential consumers randomly through face-to-face at various petrol stations and emails. This research uses primary data from questionnaires, secondary data from newspapers and company reports, and triangulations from other sources to cross check the information gathered. The data collected analyses with the SPSS software and it helps to identify the relationship between variables. The findings from this study summarizes that: First, brand equity and brand loyalty relationship shows the extension to new consumers like creating awareness and reassurance, which cause a reduction on marketing costs on promotion, and respond to competitive advantage in the industry. Second, the relationship between brand equity and brand trust suggests that PETRONAS brand is high in familiarity on brand image among local community and it encourages the brand’s commitment to the society through business strategies that involve consumers. Third, the brand equity and perceived quality relationship clarifies the reasonable price offered by PETRONAS was due to consumer buying behaviors and it suggests a potential in strategy for brand extension to other new product line that associated to this brand. Fourth, brand equity and brand associations relationship proposes that consumers retrieving information for PETRONAS brand was easy, and it helps in their process of buying petroleum products. Fifth, the relationship between brand equity and other proprietary brand assets illustrates that PETRONAS brand has a high competitive advantage in the industry. This is because the brand implemented product differentiation and the marketing strategy was specifically tailored to the local cultural like packaging, promotional, and distribution approach. Finally, the theoretical approach and conceptual framework propose in this research demonstrate that brand equity of petroleum PETRONAS product has positive relationships with the variables such as brand loyalty, brand trust, perceived quality, brand association and other proprietary brand assets. The analysis result on confirmatory factor analysis and scale reliability from questionnaires distributed summarizes the overall perception of Malaysian consumers on this petroleum brand that these variables’ relationships provide values to consumer by enhancing satisfactions, confidence in making decision, and information processing and expectation of PETRONAS products. On the other hand, the analysis result suggests some values to the company by enhancing their review of efficiency and effectiveness of their marketing strategy, competitive advantage in the industry, prices and margins competitions, consumer loyalty, and consideration to extent other petroleum products. This study has a small contribution to the managerial implication and recommendations for future study are also discussed.

Keywords: oil and gas industry, brand equity, consumer behavior, quantitative study, Malaysia

Full text: available on hardcopy only at the OUM library