The Effect of Market Orientation on MSMEs Marketing Performance during the Covid-19 Pandemic: The Role of MSMEs' Innovativeness

被引：0

作者：

Suliyanto ^{[1
]}

Purnomojati, Dian ^{[1
]}

Widiastuti, Ekaningtyas ^{[1
]}

机构：

[1] Jenderal Soedirman Univ, Fac Econ & Business, Purwokerto, Indonesia

来源：

QUALITY-ACCESS TO SUCCESS | 2023年 / 24卷 / 195期

关键词：

Market orientation; MSMEs innovativeness; marketing performance; Covid-19; pandemic; QUALITY MANAGEMENT-PRACTICES; LEARNING ORIENTATION; BUSINESS PERFORMANCE; FIRM PERFORMANCE; PRODUCT INNOVATIVENESS; STRATEGIC ORIENTATION; CUSTOMER ORIENTATION; MODERATING ROLE; IMPACT; CAPABILITY;

D O I：

10.47750/QAS/24.195.15

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The study aims to analyze the influence of market orientation elements to MSMEs innovation and analyze the influence of MSMEs innovation on MSMEs' marketing performance before and during the Covid-19 pandemic. The is used in data analysis to test hypotheses. The findings of this study confirm that coordination between employees, competitor orientation, and consumer orientation positively affects MSMEs' innovativeness and MSMEs' innovativeness positively affects marketing performance before the Covid-19 pandemic, but MSMEs' innovativeness had no effect on marketing performance during the Pandemic Covid-19.

引用

页码：125 / 134

页数：10

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