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Article . 2019
License: CC BY
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Article . 2019
License: CC BY
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MARKETING PERFORMANCE MEDIATES BETWEEN ICONIC PRODUCT INNOVATION AND SUSTAINABLE COMPETITIVE ADVANTAGES

descriptionPublicationkeyboard_double_arrow_right Article 15 Nov 2019Publisher:Zenodo
Authors: Muh. Hasbi Abbas , Abd. Rahman Kadir; Syamsu Alam and Madris;

doi: 10.5281/zenodo.3566478 , 10.5281/zenodo.3566479

MARKETING PERFORMANCE MEDIATES BETWEEN ICONIC PRODUCT INNOVATION AND SUSTAINABLE COMPETITIVE ADVANTAGES

Abstract

This study focuses on Marketing Performance as a mediator between Iconic Product Innovation and Sustainable Competitive Advantage. The results showed that Iconic Product Innovation has an influence on sustainable competitive advantage, Iconic Product Innovation has no significant effect on Marketing Performance, and Iconic Product Innovation has a significant effect on sustainable competitive advantage through Marketing performance. Respondents in this study were 200 Silk SMEs located in Wajo Regency, South Sulawesi Province. Data analysis using SEM-AMOS version 23.

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Keywords

marketing performance iconic product innovation sustainable competitive advantage SMEs of silk

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
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