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Abstract
This paper examines how, by applying various blue ocean strategy’s analytical tools and frameworks, NV Corporation has successfully transformed Chinese traditional funeral rites into a modern form of bereavement care service in Malaysia. Burial of the dead has traditionally been a community-based service that emphasizes the operation of funeral rites more than its commercial concerns. Traditionally the burial of the dead takes place in the local community cemetery that is managed on a non-profit basis by various Chinese dialect associations while related funeral items are purchased from specialized shops in town. The commercial aspects of the funeral are fragmented and localized but growing increasingly competitive. A recent trend in the handling of funerals is the management of the process as a service on a commercial basis. One such commercial enterprise is NV Corporation which adopts a “blue ocean strategy” to corner a share of the market. The strategy is to integrate hitherto disjointed funeral rites into an effective bereavement care service package to customers as well as targeting potential ones. It has progressively developed this strategy into a business model that has enabled it to emerge as a leading bereavement care service provider in Malaysia and to venture into neighbouring countries such as Indonesia, Singapore, Thailand and China.
Recommended Citation
LAU Hoe Chai, Dominic; NG Hou Hong, Alex; and YIP, Mum Wai
(2015)
"From Traditional Funeral Rites to Modern Bereavement Care Service in Malaysia: A Blue Ocean Strategy Case Study,"
Malaysian Journal of Chinese Studies: Vol. 4:
No.
2, Article 2.
Available at:
https://mjcs.newera.edu.my/journal/vol4/iss2/2