Journal of Postgraduate Current Business Research <p><strong><img src="/ojs/public/site/images/admin/issn_logo5.png"> </strong><strong>2504-8449</strong></p> <p>Journal of Postgraduate Current Business Research<strong> (JPCBR)</strong> is an academic, refereed journal published biannually. JPCBR publishes blind-reviewed original articles and theoretical reviews. JPCBR aims to address conceptual paper, book &amp; article review, theoretical and empirical research issues that impact the development of business, entrepreneurship, economics and educations as an educational and scientific discipline, and promote its efficiency in the economic, social and cultural contexts, both domestically and globally.</p> ABRN Asia en-US Journal of Postgraduate Current Business Research 2504-8449 Can Game Theory Solve Marketing Problems? <p>Game theory has been used a long time ago in military strategy. In Marketing, game theory can be explained as persuasion element for the organization to consider about which the competitors will likely move and the impact for this movement towards their own strategy. The structure of game theory was constructed by Von Neumann and Morgenstern. There are vast debated by past researcher about possibility to apply this game theory to solve marketing problems. Marketing scholars claimed that game theory can be a tool to identify or predict competitive behavior. In the current marketing situation, issues such as pricing decision and identifying product to be sold can be explain and predict by using this game theory. Hence, it is important and highly recommended for marketing manager to understand the basis of game theory in decision making process.</p> Nur Syahira Mohamad Shari Mohd Farid Shamsudin Copyright (c) 2020-03-01 2020-03-01 5 1 Reciprocity Theory: <p>This paper review collects a selection of high-quality books, journals, and articles. A total of 4 journals and 3 articles are reviewed. This paper can be helpful for managers to gain basic conceptual ideas on how Reciprocity theory as a driver of financial performance for the firm marketing strategy in increasing market share and growth. Customer Satisfaction and Customer Loyalty. 21<sup>st</sup> century marketing environment has changed dynamically, and companies or organizations must effectively devise strategies for responding to, and dealing with this change, while ensuring maximum customer value and satisfaction. This paper will explore how Reciprocity Theory as business marketing strategy is able to help the firm to increase its market share and growth and finally achieving high customer satisfaction and loyalty. This introductory note provides a general view of the role of reciprocity in human psychology in general and for economics in particular on how this Reciprocity Theory can be applied by business managers to increase the company market share and growth thus gaining customer satisfaction and loyalty.</p> Amir Azlan Hamzah Mohd Farid Shamsudin Copyright (c) 2020-03-01 2020-03-01 5 1 The Power of Reciprocity Theory in Marketing <p><em>Reciprocity theory is a theory of expectation that will respond favourably to each other by returning benefits for benefits. The reciprocity is the basic laws of social psychology. Social psychology deals with social interaction, self-concept, social cognition, social influence, attitudes, and stereotypes. In other words, reciprocity is a social situation that we pay back what we received from other people. It can be interpreted as negative reciprocity or positive reciprocity. The negative reciprocity occurs when an action has a negative consequence when someone else is reciprocated the action that has an approximately equal negative effect towards others.</em></p> Nik Nur Shahira Nik Mustapha Mohd Farid Shamsudin Copyright (c) 2020-03-17 2020-03-17 5 1 Perceived Performance of wood furniture Small Medium Enterprises on Innovative Marketing Strategies in Nigeria <p><em>Lack of innovative marketing strategy is one of the most common issues faced by small and medium-sized companies. Marketing strategy, tools, and tactics have been identified to be among the vulnerabilities of small and medium-sized businesses around the world. The study was conducted by introducing innovative marketing strategies to assess the perceived success of furniture owners as well as their adoption rate. In particular, the study examined the contribution of each elements, product, pricing promotion and distribution innovative strategies towards improving perceived output of furniture enterprises. 203 furniture makers were selected as a sample for the. 198 usable questionnaires were analysed. SPSS was employed as tools of analysis in determining the influence of each innovative marketing strategies and perceived performance. Outcomes indicate that furniture owners moderately adopted marketing innovation strategies and their performance is improving significantly. The paper concluded that since marketing innovation has been recognised as one of the basic ingredient of successful businesses, SMEs shuold aspire to incorporate this as part of their business lines. At the same time, further research will explore certain areas of innovative marketing to provide in-depth knowledge of new marketing strategies and tactics that could lead to better results for the small medium-sized company.</em></p> Umar Garba Adamu Siti Rahayu Hussin Noor Azlin Ismail Copyright (c) 2020-03-18 2020-03-18 5 1 How to keep up with customer? <p><em>Customer satisfaction is an important outcome for a business organization. This paper will discuss how a good customer service will support economic value of the business organizations. Customer plays several roles toward the organization which firstly is customers drive revenues of the business. It is because without customer, businesses have nothing to offer in which they got nothing in return for their business to remain survive in the market. This paper also discusses the way to achieve customer satisfaction and how the bad customer service will affect the business performance. Overall, relationship between organization and customer satisfaction lead to sustainability and sustain in the market</em></p> Mohamad Rozaimi Mokhtar Mohd Farid Shamsudin Copyright (c) 2020-03-18 2020-03-18 5 1