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Marketplace Analysis for the Effect of Market Orientation, Marketing Capability, Product Innovation on Performance to Create a Competitive Advantage

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  • Meutia, Annissa

Abstract

Dengan perubahan lingkungan yang cepat, kemampuan untuk merestrukturisasi strategi yang cepat dan merespons pasar secara fleksibel sangat penting untuk meningkatkan kinerja perusahaan. Fleksibilitas strategis yang berfokus pada pasar juga penting, karena kelangsungan dan kesuksesan perusahaan bergantung pada kemampuan untuk memberikan nilai pelanggan yang lebih unggul daripada para pesaingnya di pasar. Dalam konteks ini, orientasi pasar dalam hal penciptaan pasar dapat dianggap sebagai inovasi nilai karena menciptakan pasar non-kompetitif baru untuk layanan atau produk yang dikembangkan, sementara itu juga dapat dianggap sebagai inovasi yang mengganggu karena memimpin persaingan dari pasar yang ada ke pasar yang baru. Namun, yang terpenting adalah sebagai sumber penciptaan ide, informasi konsumen yang diperoleh dari pasar dapat mempercepat inovasi dalam proses inovasi. Orientasi pasar, yang berusaha memuaskan keinginan konsumen yang diekspresikan dan keinginan potensial yang tidak dapat diungkapkan, mengharapkan perusahaan untuk menerapkan program pemasaran yang bermakna dan baru.

Suggested Citation

  • Meutia, Annissa, 2021. "Marketplace Analysis for the Effect of Market Orientation, Marketing Capability, Product Innovation on Performance to Create a Competitive Advantage," OSF Preprints hytnd, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:hytnd
    DOI: 10.31219/osf.io/hytnd
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