Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)

<Previous Article In Volume
Next Article In Volume>

The Evolution of Malaysian Burger: The Case Study of Myburgerlab

Authors
Kum Lung Choe1, *, Luen Peng Tan1, Ka Fei Lai1, Yin Kuan Ng1, Hooi Ching Khor1
1Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900, Kampar, Perak, Malaysia
*Corresponding author. Email: choekl@utar.edu.my
Corresponding Author
Kum Lung Choe
Available Online 4 February 2023.
DOI
10.2991/978-2-494069-99-2_22How to use a DOI?
Keywords
Food and beverage industry; myBurgerLab; COVID-19; Case study
Abstract

The novel coronavirus (COVID-19) has devastated Malaysian food and beverage industry immensely. This case study investigates the business challenges faced by a domestic fast-food restaurant amid COVID-19 pandemic. Moreover, this case study also dwells into the functional levels (i.e., marketing, operation, and human resource) of the business. Qualitative approach was adopted in this case study by conducting in-depth interviews with the restaurant’s founder. Furthermore, we also obtained relevant information about the restaurant from the company’s website, internet, and newspaper reports. Additionally, we find that COVID-19 pandemic has significant and profound impacts on the functional levels of the restaurant. Business and managerial implications are also being discussed in this case study to benefit businesses in the same industry.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
4 February 2023
ISBN
10.2991/978-2-494069-99-2_22
ISSN
2352-5428
DOI
10.2991/978-2-494069-99-2_22How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kum Lung Choe
AU  - Luen Peng Tan
AU  - Ka Fei Lai
AU  - Yin Kuan Ng
AU  - Hooi Ching Khor
PY  - 2023
DA  - 2023/02/04
TI  - The Evolution of Malaysian Burger: The Case Study of Myburgerlab
BT  - Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
PB  - Atlantis Press
SP  - 267
EP  - 272
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-494069-99-2_22
DO  - 10.2991/978-2-494069-99-2_22
ID  - Choe2023
ER  -