Title: Linking quality, cost, competitive intensity and types of industry to the implementation of new marketing strategy in the Malaysia engineering industry

Authors: Eng Teong Yau; Lee Ping Lim; Choon Hee Ong

Addresses: Bestpartner Sdn Bhd Smart Partner, School of Professional and Continuing Education, Universiti Teknologi Malaysia, Johor, Malaysia ' Bestpartner Sdn Bhd Smart Partner, School of Professional and Continuing Education, Universiti Teknologi Malaysia, Johor, Malaysia ' Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor, Malaysia

Abstract: The research intent of this study is to investigate the linkages among quality, cost, and competitive intensity with the new marketing strategy of the Malaysian engineering industry. This study utilised a quantitative questionnaire survey. Researchers gathered 91 respondents' data and examined them through hierarchical multiple regression. The findings revealed a significant positive relationship between quality and the new marketing strategy. Contrarily, competitive intensity displayed no significant association with the new marketing strategy. Furthermore, the analysis identified industry types (heavy machinery) as a moderating factor in the relationship between quality and the new marketing strategy. Additionally, researchers found the industry types (aerospace) to moderate the relationship between competitive intensity and new marketing strategy. Ultimately, this study offers valuable insights to enhance understanding of new marketing strategies within the Malaysian engineering industry.

Keywords: quality; cost; competitive intensity; marketing strategy; type of industry; engineering industry.

DOI: 10.1504/MEJM.2024.140849

Middle East Journal of Management, 2024 Vol.11 No.5, pp.496 - 519

Received: 02 Feb 2023
Accepted: 10 May 2023
Published online: 03 Sep 2024 *

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