publication . Article . 2015

The effect of marketing innovation, market orientation, and social capital on competitive advantage and marketing performance: A study in MSMEs of embroidery Central Java Province

Ag. Sunarno Handoyo;
Open Access English
  • Published: 01 Dec 2015 Journal: Journal of Economics (issn: 2087-3735, eissn: 2088-785X, Copyright policy)
  • Publisher: Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)
Abstract
<jats:p>This study deals with marketing innovation, market orientation, and social capital in affecting the competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs) of embroidery in Central Java Province. In this respect, this study tried to test and analyze the effect of marketing innovation, market orienta-tion, and social capital on competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs) of embroidery in Central Java Province. The samples are 150 respondents as the owners of the embroidery business in Central Java Province. The technical analysis used is Structure Equations Modelin...
Subjects
free text keywords: Marketing Innovation, Market Orientation, Social Capital, Competitive Advantage, and Marketing Performance, Business, HF5001-6182, Economics as a science, HB71-74, Marketing strategy, business.industry, Return on marketing investment, Marketing effectiveness, Business marketing, Marketing management, Digital marketing, Marketing, Relationship marketing
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publication . Article . 2015

The effect of marketing innovation, market orientation, and social capital on competitive advantage and marketing performance: A study in MSMEs of embroidery Central Java Province

Ag. Sunarno Handoyo;