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Entrepreneurial Orientation for Enhancement of Marketing Performance

Author

Listed:
  • Lie Heng

    (Department of Management, Tanjungpura University and Widya Dharma University, Indonesia.)

  • Nur Afifah

    (Department of Management, Tanjungpura University and Widya Dharma University, Indonesia.)

Abstract

The purpose of this research is to fill a research gap in entrepreneurial orientation and marketing performance by using differentiation strategy and network capabilities. The research conducted by involving 135 creative SME categorized in handcraft, fashion, and printing and design in Pontianak, West Borneo, Indonesia. Five hypotheses are being developed and tested. For data analysis this research using statistic software called SEM AMOS 24. The findings of the research, it emphasizes the importance of supported differentiation strategy by entrepreneurial orientation in improving marketing performance. Furthermore, it confirms that network capabilities are a predictor of marketing performance.

Suggested Citation

  • Lie Heng & Nur Afifah, 2020. "Entrepreneurial Orientation for Enhancement of Marketing Performance," International Review of Management and Marketing, Econjournals, vol. 10(3), pages 46-53.
    • Handle: RePEc:eco:journ3:2020-03-8
    as

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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Entrepreneurial orientation; differentiation strategy; Network capability; Marketing performance; Indonesia.;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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