MARKET ORIENTATION AND PRODUCT INNOVATION AS AN MSME MARKETING STRATEGY

Lady Faerrosa, Handry Sudiartha Athar, Harmi Widiana

Abstract


Marketing performance is one of the benchmarks for the company's success strategy. There are many factors that can affect the company's performance. This study aims to examine market orientation and product innovation on the marketing performance of culinary SMEs. Respondents in this study were culinary MSMEs with the ordinary types of processed foods throughout the city of Mataram, Indonesia. The sampling technique used is simple random sampling. The questionnaire containing 17 questions was distributed to all respondents. The data analysis technique used in this research is the multiple linear regression technique through the SPSS version 16.0 application for windows. The results of this study indicate that the level of market orientation and product innovation of respondents is relatively high, but only product innovation significantly affects marketing performance. On the other hand, market orientation is not proven to have an effect on marketing performance. However, market orientation and product innovation together can significantly affect marketing performance. Thus, the results of this research become the basis for carrying out business efforts and market-oriented strategies and increasing product innovation.


Keywords


Market Orientation; Product Innovation; Marketing Performance; Culinary SMEs

Full Text:

PDF

References


Aksoy, H. (2017). How Do Innovation Culture, Marketing Innovation and Product Innovation Affect The Market Performance of Small and Medium-Sized Enterprises (SMEs). Technology in Society, 51(4),, 133-141.

Alsem, K. J. (2007). Strategic Marketing: An Applied Perspective. New York: McGraw-Hill.

Avlonitis, G. J., & Salavou, H. E. (2007). Entrepreneurial Orientation of SMEs, Product Innovativeness, And Performance. Journal of Business Research, 566-575.

Baker, W. E., & Sinkula, J. M. (2009). The Complementary Effects of Market Orientation and Entrepreneurial Orientation on Profitability in Small Businesses. Journal of Small Business Management, 47(4).

Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 99-120.

Bek, M. A., Bek, N., Sheresheva, M., & Johnston, W. (2013). Perspectives of SME Innovation Clusters Development in Russia. Journal of Business & Industrial Marketing. 28 (3), 240-259.

BEKRAF. (2020). Buku BEKRAF: Laporan Kinerja Badan Ekonomi Kreatif Tahun. Kemenparekraf.go.id.

Cillo, P., De Luca, L. M., & Troilo, G. (2010). arket Information Approaches, Product Innovativeness, and Firm Performance: An Empirical Study in The Fashion Industry. Research Policy, 39(9), 1242–1252.

Cravens, D. W., & Piercy, N. (2013). Strategic Marketing 10th Edition. Singapore: McGraw-Hill Companies, Inc.

Crawford, & Benedetto, D. (2000). Marketing. New York: McgGraw-Hill.

Drucker, P. F. (2012). Innovation and Entrepreunership Practice and Principles. New York: Harper & Row.

Elenkov, D. S., & Manev, I. M. (2009). Senior Expatriates Leadership’s Effects On Innovation And The Role Of Cultural Intelligence. Journal of World Business, 357–369.

Ferdinand, A. (2003). Manajemen Pemasaran: Sebuah Pendekatan Stratejik. Research Paper Series.

Fossas-Olalla, M. B., Minguela-Rata, Lopez-Sanchez, J., & Fernandez-Menendez, F. (2015). Product Innovation: When Should Suppliers Begin To Collaborate? Journal of Business Research, 1404– 1406.

Ghozali, I. (2018). Aplikasi Multivariate dengan Program IBM SPSS 19 Edisi 5. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, J. R., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seven Edit). Pearson Prentice Hall. .

Han. (1998). Market Orientation, Innovativeness, Product Innovation and Performance in Small Firm. Journal of Small Bussiness Management. Vol 42 NO.2.

Hoonsopon, D., & Ruenrom, G. (2012). The Impact Of Organizational Capabilities On The Development Of Radical And Incremental Product Innovation And Product Innovation Performance. Journal of Managerial Issues, 250-276.

Hussain, J., Khan, A. A., & & Khan, M. I. (2019). The Effect of Strategic Orientations On Organizational Performance Of Smes: Empirical Evidence From Pakistan. ournal on Innovation and Sustainability RISUS, 10(3).

Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation : Antecedents. Journal of Marketing, 57(July), 53–70.

Johnson, A. J., Dibrell, C., & Hansen, E. (2009). Market Orientation, Innovativeness, and Performance of Food Companies. Journal of Agribusiness, 27(1/2), 85-106.

Julian, C. C. (2010). The Market Orientation-Marketing Performance Relationship: The Empirical Link in International Joint Ventures. International Journal of Trade and Global Markets, 3(4), 414.

Kirca, A. (2005). arket Orientation: Market Orientation: A Meta-Analytic Review and Assessment Of Its Antecedents And Impact On Performance. Journal of Marketing, 69(2), 24–41.

Kumar, P. (2015). Green Marketing Innovations in Small Indian Firms. World Journal of Entrepreneurship, Management and Sustainable Development. 11 (3), 176-190.

Li, Y., Zhao, Y., Tan, J., & Liu, Y. (2008). Moderating Effects of Entrepreneurial Orientation on Market Orientation‐Performance Linkage: Evidence from Chinese Small Firms. Journal of small business management, 113-133.

Newman, A., Prajogo, D., & Atherton, A. (2016). The Influence of Market Orientation on Innovation Strategies. Journal Of Service Theory and Practice.

Padilha, K. C., & Gomesi, G. (2016). Innovation Culture and Performance in Innovation of Products and Processes: A Study in Companies of Textile Industry. RAI Revista de Administração e Inovação. 13 (4).

Pardi, Suharyono, Imam, S., & Zainul, A. (2014). he Effect of Market Orientation and Entrepreneurial Orientation Toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance. European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.6, No.21, 2014.

Prajogo, D. I., & Sohal, A. S. (2001). TQM and Innovation: A Literature Review And Research Framework. Technovation, 21(9), 539- 558.

Rangkuti, F. (2004). Flexible Marketing. Gramedia Pustaka Utama.

Rosli, M. M., & Sidek, S. (2013). The Impact of Innovation on the Performance of Small and Medium Manufacturing Enterprises: Evidence from Malaysia. Journal of Innovation Management in Small & Medium Enterprise.

Supranoto, M. (2009). Strategi Menciptakan Keunggulan Bersaing Produk Melalui Orientasi Pasar, Inovasi, dan Orientasi Kewirausahaan dalam Rangka Meningkatkan Kinerja Pemasaran. Tesis Magister Manajemen Universitas Diponegoro.

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic Capabilities And StrategicDynamic Capabilities And Strategic Management. Strategic Management Journal, Vol. 18 No. 7, 509-533.

Theoharakis, V., & Hooley, G. (2008). Customer Orientation and Innovativeness: Differing Roles in New and Old Europe. International Journal of Research in Marketing, 25, 69-79.

Tsiotsou, R. H. (2010). elineating The Effect of Market Orientation on Services Performance: A Component-Wise Approach. The Service Industries Journal, 30(3), 375-403.

Udriyah, U., Tham, J., & Azam, S. (2019). The Effects of Market Orientation and Innovation On Competitive Advantage And Business Performance Of Textile SMEs. Management Science Letters, 9(9),, 1419-1428.

Utami, D. (2021). engaruh Orientasi Pasar dan Inovasi Produk untuk Meningkatkan Kinerja Pemasaran yang Dimoderasi oleh Daya Kreatifitas. Mataram: Universitas Mataram.

Utaminingsih, A. (2016). Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran pada IKM Kerajinan Rotan Di Desa Teluk Wetan, Welahan, Jepara. Media Ekonomi dan Manajemen Vol. 31 No. 2.

Varis, M., & Littunen., H. (2010). Types of Innovation, Sources of Information and Performance in Entrepreneurial SMEs. European Journal of Innovation Management. 13, 128-154.

Wahyono. (2017). Orientasi Pasar dan Inovasi: Pengaruhnya Terhadap Kinerja Pemasaran. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), vol. 1, no. 1, 23-40.

Zhang, J., & Zhu, M. (2016). Market Orientation, Product Innovation And Export Performance: Evidence From Chinese Manufacturers. Journal of Strategic Management, 377-397.

Zhou, Q., Fang, G., Yang, W., Wu, Y., & Ren, L. (2017). The Performance Effect of Microinnovation In SMEs: Evidence From China. Chinese Management Studies. 11 (1), 139-162.




DOI: https://doi.org/10.29313/amwaluna.v6i2.10044

Refbacks

  • There are currently no refbacks.


Editorial Office:

Syariah Faculty, Universitas Islam Bandung

Jalan Tamansari No. 24-26 Kota Bandung

Creative Commons License

Amwaluna : Jurnal Ekonomi dan Keuangan Syariah is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

View My Stats