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Siti Haryani Mat Yusoff

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Open access Oct 2026

Strategic mismatch in niche cultural markets

Goal: With the rapid increase of cultural consumption in emerging markets, niche cultural product manufacturers are facing unprecedented challenges when they shift from export-oriented models to a highly competitive domestic market. From the perspective of strategic alignment, this study examines the marketing adaptati...

Zhi-Yong Wei, Muhamad Izzuddin Bin Zainudin, Siti Haryani Mat Yusoff et al. · 0 citations

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