The Effect of Market Orientation Towards Small and Medium Enterprises Batik Entrepreneurial Marketing: A Case Study in Indonesia

被引：2
|
作者：
Nuvriasari, Audita [1 ]
Suyanto, Mohammad [2 ]
Azman, Mohamed Nor Azhari [3 ]
机构：
[1] Univ Mercu Buana Yogyakarta, Fac Econ, Yogyakarta, Indonesia
[2] Univ AMIKOM Yogyakarta, Fac Comp Sci, Yogyakarta, Indonesia
[3] Univ Pendidikan Sultan Idris, Fac Tech & Vocat, Tanjung Malim, Malaysia
来源：
QUALITY-ACCESS TO SUCCESS | 2022年 / 23卷 / 188期
关键词：
customer orientation; competitor orientation; interfuctional coordination; innovativeness; entrepreneurial marketing; LEARNING ORIENTATION; PERFORMANCE; IMPACT; INNOVATION; ADVANTAGE; CONSTRUCT;
D O I：
10.47750/QAS/23.188.16
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Marketing is an essential key for SMEs to grow and survive. Therefore, entrepreneurial marketing (EM) as a marketing practice suitable for small firms needs to be analyzed. This study contributes to EM knowledge by proposing market orientation that consist of customer orientation, competitor orientation, and interfunctional coordination as antecedents of EM and innovativeness as a mediator. 260 Batik SMEs located in the Special Region of Yogyakarta, Indonesia were selected as the samples of this study. The results conclude that interfunctional coordination has a significant positive effect on EM. Meanwhile, customer and competitor orientation had no significant effect on EM. These findings also provide new insights into the role of innovativeness as a mediator between interfunctional coordination and EM.
引用
收藏
页码：110 / 118
页数：9
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