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Abstract
The aims of this research is to contribute to literature and the conceptual model of the influence of marketing capabilities on competitive advantage and marketing performance, the relationship between market orientation on product innovation and marketing performance and providing empirical evidences on the importance of competitive advantage and product innovation to enhancing on superior marketing performance. The sample of this research was Batik SMEs in Central Java province. The analysis of the unit study was managers or owners of Batik SMEs. The number of samples examined was 200 samples. The purposive sampling technique was used to the data collection methods. The results of this study showed that marketing capability had insignificant effect on marketing performance. Marketing capability significantly effect on competitive advantage; market orientation had significant effect on marketing performance. Market orientation also gave significant effect on product innovation. Product innovation significantly effect on competitive advantage. Competitive advantage had significant effect on marketing performance and product innovation has significantly effect on marketing performance.
About
Abstract
The aims of this research is to contribute to literature and the conceptual model of the influence of marketing capabilities on competitive advantage and marketing performance, the relationship between market orientation on product innovation and marketing performance and providing empirical evidences on the importance of competitive advantage and product innovation to enhancing on superior marketing performance. The sample of this research was Batik SMEs in Central Java province. The analysis of the unit study was managers or owners of Batik SMEs. The number of samples examined was 200 samples. The purposive sampling technique was used to the data collection methods. The results of this study showed that marketing capability had insignificant effect on marketing performance. Marketing capability significantly effect on competitive advantage; market orientation had significant effect on marketing performance. Market orientation also gave significant effect on product innovation. Product innovation significantly effect on competitive advantage. Competitive advantage had significant effect on marketing performance and product innovation has significantly effect on marketing performance.