The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen

This thesis seeks to investigate of the importance of niche marketing in creating sustainable differential advantage of National Corporations for Food Industries in the Republic of Yemen through focusing at studying the extent of applying two key criteria of niche marketing (market segments and posi...

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Main Author:	Ali, Fatihya Mahdi Ahmed
Format:	Thesis
Language:	eng eng
Published:	2011
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/2632/1/Fatihya_Mahdi_Ahmed_Ali.pdf https://etd.uum.edu.my/2632/2/1.Fatihya_Mahdi_Ahmed_Ali.pdf
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id	my-uum-etd.2632
record_format	uketd_dc
spelling	my-uum-etd.26322022-04-12T00:07:07Z The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen 2011 Ali, Fatihya Mahdi Ahmed Gallato, Cristina G. College of Business (COB) College of Business HF5001-6182 Business This thesis seeks to investigate of the importance of niche marketing in creating sustainable differential advantage of National Corporations for Food Industries in the Republic of Yemen through focusing at studying the extent of applying two key criteria of niche marketing (market segments and positioning). In particular, this thesis measures the level of perception of managers and staffs of marketing management (the study sample) on niche marketing and the effect of niche marketing on creating sustainable differential advantage. In response, based on a review of the literature, this thesis develops a model reflects the expected relationship between niche marketing and sustainable differential advantage. Furthermore, it presents and discusses findings from a questionnaire of 82 respondents of managers and staffs of marketing management at seven national corporations for food industries in the Taiz Governorate in Yemen by using the descriptive analytical statistics methods (Cronbach's coefficient alpha (reliability test), frequencies, percentages, means, standard deviations, T-Test and One Sample Test, Chi-Square Test and Correlation Coefficient (Spearman)).. The findings of this thesis largely support the hypothesised relationships proposed in the theoretical model. Specifically, the results revealed that there is a significant, (moderate) and positive correlation between niche marketing and sustainable differential advantage creation of the National Corporations for Food Industries in Yemen (r = 0.612, p < .01) This thesis contributes to theoretical and practical knowledge by providing for the first time, evidence about relationships between niche marketing and sustainable differential advantage. 2011 Thesis https://etd.uum.edu.my/2632/ https://etd.uum.edu.my/2632/1/Fatihya_Mahdi_Ahmed_Ali.pdf text eng public https://etd.uum.edu.my/2632/2/1.Fatihya_Mahdi_Ahmed_Ali.pdf text eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Gallato, Cristina G.
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Ali, Fatihya Mahdi Ahmed The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
description	This thesis seeks to investigate of the importance of niche marketing in creating sustainable differential advantage of National Corporations for Food Industries in the Republic of Yemen through focusing at studying the extent of applying two key criteria of niche marketing (market segments and positioning). In particular, this thesis measures the level of perception of managers and staffs of marketing management (the study sample) on niche marketing and the effect of niche marketing on creating sustainable differential advantage. In response, based on a review of the literature, this thesis develops a model reflects the expected relationship between niche marketing and sustainable differential advantage. Furthermore, it presents and discusses findings from a questionnaire of 82 respondents of managers and staffs of marketing management at seven national corporations for food industries in the Taiz Governorate in Yemen by using the descriptive analytical statistics methods (Cronbach's coefficient alpha (reliability test), frequencies, percentages, means, standard deviations, T-Test and One Sample Test, Chi-Square Test and Correlation Coefficient (Spearman)).. The findings of this thesis largely support the hypothesised relationships proposed in the theoretical model. Specifically, the results revealed that there is a significant, (moderate) and positive correlation between niche marketing and sustainable differential advantage creation of the National Corporations for Food Industries in Yemen (r = 0.612, p < .01) This thesis contributes to theoretical and practical knowledge by providing for the first time, evidence about relationships between niche marketing and sustainable differential advantage.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Ali, Fatihya Mahdi Ahmed
author_facet	Ali, Fatihya Mahdi Ahmed
author_sort	Ali, Fatihya Mahdi Ahmed
title	The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
title_short	The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
title_full	The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
title_fullStr	The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
title_full_unstemmed	The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen
title_sort	importance of niche marketing in creating sustainable differential advantage of national corporations for food industries in the republic of yemen
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2011
url	https://etd.uum.edu.my/2632/1/Fatihya_Mahdi_Ahmed_Ali.pdf https://etd.uum.edu.my/2632/2/1.Fatihya_Mahdi_Ahmed_Ali.pdf
_version_	1747827392328499200

The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen

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