IMPROVEMENT OF MARKETING PERFORMANCE BASED ON PRODUCT INNOVATIVENESS
Isi Artikel Utama
Abstrak
The dynamics of business competition is very strict demands that businesses must have a good marketing performance to be able to compete with competitors. One strategy that can be used by businesses to improve marketing performance. Marketing a good performance will facilitate the success of a business, in this case the performance marketing is seen as the spearhead of success in achieving corporate goals for future. The purpose of this research is done in order to investigate the variable product innovativeness, towards differentiation advantage and cost advantage to improve the marketing performance of SMEs in Semarang. This data research using questionnaires. The sampling technique is to use probability sampling, with one of the methods used is purposive sampling.
Rincian Artikel
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
Referensi
Aksoy H, (2017). How do innovation culture, marketing innovation and product innovation Affect the market performance of small and medium-sized enterprises (SMEs) ?, Technologyin Society.
Alrubaiee, LS, Aladwan, S., Abu Joma, MH, Idris, WM, & Khater, S. (2017). Relationship between Corporate Social Responsibility and Marketing Performance: The mediating effect of Customer Value and Corporate Image. International Business Research, 10 (2), 104.
Anning-Dorson, T., Nyamekye, M. and Odoom, R. (2017), "Effects of regulations and competition on the innovativeness-performance relationship", International Journal of Bank Marketing, Vol. 35 No. 6, pp. 925-943.
Augusty, Ferdinand. (2006). Management Research Methods: Guidelines for thesis research, thesis and Accompanied Management Sciences. Semarang: Diponegoro University.
Boso, N., Story, VM, Cadogan, JW, Annan, J., Kadic-Maglajlić, S., & Micevski, M. (2016). Enhancing the sales benefits of radical product innovativeness in internationalizing small and medium-sized enterprises. Journal of Business Research, 69 (11), 5040-5045.
Cacciolatti, L., & Lee, SH (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organizational power. Journal of Business Research, 69 (12), 5597-5610.
Chang, C.-H. (2014). The Determinants of Green Product Innovation Performance. Corporate Social Responsibility and Environmental Management, 23 (2), 65-76.
Chang, W., Ellinger, AE, Kim, K. (Kate), and Franke, GR (2016). Supply chain integration and firm financial performance: A meta-analysis of positional advantage in mediation and moderating factors. European Management Journal, 34 (3), 282-295.
Cui, AS, & Wu, F. (2016). The Impact of Customer Involvement on New Product Development: Contingent and substitutive Effects. Journal of Product Innovation Management, 34 (1), 60-80.
Davcik, NS, & Sharma, P. (2016). Marketing resources, performance, and competitive advantage: A review and future research Reviews directions. Journal of Business Research, 69 (12), 5547-5552.
Department of Cooperatives and SMEs Semarang, Central Java. (2018). Infoukm.semarangkota.go.id be downloaded from the page.
Ghozali, Imam. (2014). Structural Equation Modeling, Alternative Methods to Partial Least Square (PLS). Issue 4. Semarang: Diponegoro University Publishers Agency.
JF Hair et.al (1995), "Multivariate Data Analysis With Reading", Fourth Edition, Prentice Hall. New Jersey.
Huang, C.-T., & Tsai, K.-H. (2014). Synergy, environmental context, and new product performance: A review based on manufacturing firms. Industrial Marketing Management, 43 (8), 1407-1419.
Katsikeas, CS, Leonidou, CN, & Zeriti, A. (2016). Eco-friendly product development strategy: antecedents, outcomes, and contingent effects. Journal of the Academy of Marketing Science, 44 (6), 660-684.
Kettunen, J., Kairisto-Mertanen, L., & Penttilä, T. (2013). Pedagogical Innovation and desired learning outcomes in higher education. On the Horizon, 21 (4), 333-342.
Kim, N., Shin, S., & Min, S. (2016). Strategic marketing capability: Mobilizing resources for new product technological advantage. Journal of Business Research, 69 (12), 5644-5652.
Kim, N., & Atuahene-Gima, K. (2010) .Using exploratory and exploitative market new product learningfor development.Journal of Product Innovation Management, 27 (4), 519-536.
Langerak, F. (2003) .The effect of market orientation on positional advantage and organi-zational performance.Journal of Strategic Marketing, 11 (2), 93-115.
Liao, H., Toya, K., Lepak, DP, and Hong, Y., (2009) "Do They See Eye to Eye? Management and Employee Perspectives of High-Performance Work Systems and Processes Influence on Service Quality", Journal of Applied Psychology, Vol.94, No. 2, pp. 371-391.
Liao, Z. (2016). Temporal cognition, environmental innovation, and the competitive advantage of enterprises. Journal of Cleaner Production, 135, 1045-1053.
Liu, T.-C., & Chen, Y.-J. (2015). Strategy orientation, innovativeness of the product, and new product performance. Journal of Management & Organization, 21 (01), 2-16.
McNally, RC, Cavusgil, E., & Calantone, RJ (2010). Product innovativeness dimensions and their relationships with product advantages, financial product performance, and project protocols. Journal of Product Innovation Management, 27 (7), 991-1006.
Morgan, RM, & Hunt. SD (2002). The Commitment-Trust of the Relationship Marketing. Journal of Marketing, July, Vol. 58, No.3.
O'Cass, A., Heirati, N., & Ngo, LV (2014). Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas. Industrial Marketing Management, 43 (5), 862-872.
Porter, ME (1985) .Competitive advantage: Creating and sustaining superior performance.New York: Free Press.
Porter, ME (1988), Competitive strategy: techniques for analyzing industries and competitors. Free Press: New York. Second edition.
Rita, putri Mustikowati. (2014). Orientation Entrepreneurship, Innovation and Business Strategy To Improve Corporate Performance (Studies in the SME Center of Malang). MODERNIZATION, Volume 10, Number 1, February.
Schaeck, K., & Cihák, M. (2013). Competition, Efficiency, and Stability in Banking. Financial Management, 43 (1), 215-241.
Stock, RM, & Schnarr, NL (2016). Exploring The Product Innovation And Outcomes Of Corporate Culture Executive Leadership. International Journal of Innovation Management, 20 (01) 1650009.
Story, VM, Boso, N., & Cadogan, JW (2014). The Form of Relationship between Firm-Level Product Innovativeness and New Product Performance in Developed and Emerging Markets. Journal of Product Innovation Management, 32 (1), 45-64.
Suwarso Muhammad, (2004) Strategic Management (concepts and cases) third edition, publisher Salemba Bandung.
Tan, Q. & Sousa, C. (2015), "Leveraging marketing capabilities into a competitive advantage and export performance", International Marketing Review, Vol. 32 No. 1, pp. 78-102.
Tsung-Chi Liu & Yi-Jen Chen (2015). Strategy orientation, innovativeness of the product, and new product performance. Journal of Management & Organization, 21, pp 2-16.
Vomberg, A., Homburg, C., & Bornemann, T. (2014). Talented people and strong brands: The contribution of human capital and brand equity to firm value. Strategic Management Journal, 36 (13), 2122-2131.
Zehir, C., Can, E., & Karaboga, T. (2015). Linking Entrepreneurial Orientation to Firm Performance: The Role of Differentiation Strategy and Innovation Performance. Procedia - Social and Behavioral Sciences, 210, 358-367.