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Technical Innovation Model in Improving Marketing Performance

Author

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  • Sulistiyani Sutarlan

    (17 August 1945 University Semarang, Indonesia)

Abstract

Contradictions are still found in the research on learning and innovation, most of the researchers stated that learning orientation has a positive effect on innovation, while others argue that learning orientation negatively affects innovation.This research presents a conceptual framework of learning orientation that can improve innovation. The variables in this research were tested with 100–200 samples of bakery in Central Java. The results show that learning orientation will improve innovation, which will ultimately improve performance. This research provides recommendations for incorporating concepts related to innovation, such as communication and skills, on the relationship between learning orientation and innovation.

Suggested Citation

  • Sulistiyani Sutarlan, 2017. "Technical Innovation Model in Improving Marketing Performance," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 171-177.
    • Handle: RePEc:eco:journ3:2017-05-21
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    More about this item

    Keywords

    Learning Orientation; Communication; Skill; Performance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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