Purpose – The purpose of this paper is to seek to illuminate the challenges and potentials that might be encountered by the exporters of Malaysian's tropical fruits, particularly the Harumanis mango into the Japanese market. Design/methodology/approach – The research method utilised in the...

Purpose – The purpose of this study is to develop and formulate marketing strategies by utilizing the importance‐performance analysis (IPA) which is an easy‐to‐use analytical technique that offers prescriptions for the management of customer satisfaction. Design/methodology/approach –...