This article aims to understand the business evolution and sustained survivability of Malaysian based-cosmetic firm … case-study method to investigate the experiences and managerial decision rules of the owner of the cosmetic business within … happenings that matter for business survivability. The findings indicate various types of challenges within the cosmetic industry …

themselves and the society. Clever business modelling (i.e. providing right products, to right customers with right partners) is …. As the way how SMEs in the wellness sector deal with their business models and challenges is not well known, this paper … aims to increase understanding of the business challenges by focusing on SMEs having less than 250 employees. In this paper …