The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
The aim of this study was to determine whether the innovativeness variable can mediate the influence between market orientation and marketing performance in the culinary industry in West Java Province, Indonesia. More specifically, this study analyzes the relationship among market orientation, innov...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2020-02-01
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| Series: | Management Science Letters |
| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2020_38.pdf |
| Summary: | The aim of this study was to determine whether the innovativeness variable can mediate the influence between market orientation and marketing performance in the culinary industry in West Java Province, Indonesia. More specifically, this study analyzes the relationship among market orientation, innovation and marketing performance in the single mediation model by placing mediation variable of innovation. The samples involved a total of 209 culinary industries under the auspices of the agency of cooperative and SME services. By using a simple linear regression analysis with SPSS and AMOS v. 23 we understand that innovativeness had the ability to mediate the influence between market orientation and marketing performance. Likewise, market orientation has a positive influence on performance. The implication of this research is that entrepreneurs can improve their innovation capabilities to improve the SME performance. This study recommends that government policies should encourage innovation in SMEs and encourage SME managers to pay more attention and manage innovations to improve their operational performance.
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| ISSN: | 1923-9335 1923-9343 |