ISSN: 2222-6990
Open access
The Orang Asli are the indigenous minority people, meaning “original people”, “first people" or "Indigenous People". Their socio-economic status has changed over the last decades whereby they are now more modern and not primitive as before. Some of them are involved in micro business and small business. The main objective of this study is to conceptualize the marketing capabilities of Orang Asli entrepreneurs that determine success Marketing capabilites in terms of presentable packaging, labeling and its marketing management need to be improved. In addition, several elements such as raw material sources, entrepreneur motivation, industry knowledge, technology, planning skills, communication skills, interpersonal skills and risk taking are also needed. Furthermore, ability to communicate a clear purpose, allocate resources effectively and efficiently, and take responsibility for fostering and nurturing people to reach common goals should also be emphasized.Thus, the insights of this study can enhance the guidelines for addressing the substantial economic disparity between Bumiputera, especially Orang Asli in improving their standard of living, reducing poverty problem and achieving the sustainable development goal.
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In-Text Citation: (Tuah et al., 2023)
To Cite this Article: Tuah, S. N. A., Ismail, M., Mohamed, N. A., Rasool, M. S. A., & Othman, A. (2023). Conceptualising Marketing Capabilities and Entrepreneur Success among Orang Asli in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13(5), 1928 – 1938.
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