Business Strategy and Performance of Traditional and Complementary Medicine (T&Cm) Industry in Malaysia

The review of small business literature conclude the lack of study on the Traditional and Complementary Medicine (T&CM) in Malaysia. This article addressed the issue by examining the type of business strategy adopted by the industry and the performance of the T&CM entrepreneurs in Malaysia. Adopting the stratified sampling method the data was collected from 150 respondents. The findings clearly indicate that the business strategy adopted by the Traditionaland complementary medicine (T&CM) entrepreneurs are specializing in product type strategy, specializingin customer type strategy, growth strategy, differentiation strategy, low-cost strategy, hold and maintainstrategy. The performance of the industry improved annually, reflected by the increased in the volume of sale and the number of employees.