Abstract:

Nowadays, Food and Beverage (F&B) sector are more focused on using marketing technology in introducing their products and enhancing their company's image in the market. However, consumer adoption technology of product or service continues to be a challenge for the marketer in the market. This is because consumers are more attracted in using new technology to get the information and buy the product through online marketing. This research aims to examine the innovative marketing technology in MAMEE-Double Decker (M) Bhd. In this case, the competitive environment has driven MAMEE-Double Decker (M) Sdn Bhd to adapt an aggressive promotional strategy to gain market share. This study adopts qualitative methodology through interviewing research participants hence providing insights and understanding of the complex phenomena in the company. The outcome of this study demonstrates that effectiveness of innovative marketing technology within business practices ensures the company remains sustainable and competitive. Future study, employing longitudinal approach extending to other small and medium enterprises would be enriching the marketing technology context.