Effect of Marketing Strategy Adaptation on Knowledge Exploitability

Abstract

The objectives of this research is establishing a theoretical model to explain the effect of marketing strategy adaptation on knowledge exploitability. The research is a modeling approach, by using the library and literature method. Besides that, the study employs the theoretical study to strengthen the relationships among the founded concepts.The results of this study are propositions formulated in the form of basic theoretical models and developed in the form of hypotheses and empirical models of research.This research conducted at Batik's SME in Pekalongan Indonesia. The sample determined by purposive sampling. The total respondent from this research is 100 respondents. The results from regression analysis with SPSS, and hypotheses testing by t-test are as follows:new market exploration, product diversity and marketing program developmenthas significant positive influence toward knowledge exploitability.

The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage

“…Marketing programs can accommodate differences in environmental and consumer behavior to accommodate the exploit opportunities. The result of this study supports the previous research conducted by Nurcholis (2018).…”

“…Sharing marketing programs with other business units to increase profit margins to achieve greater efficiency (Bahri-Ammari & Bilgihan, 2017). Marketing program development as the degree of variation of marketing development and expand marketing programs to accommodate differences in environmental and consumer behavior to accommodate the exploit opportunities and capacity to identify more quickly than rivals (Nurcholis, 2018). These programs can affect knowledge (Nejatian et al, 2018), current skills and abilities (Subramony et al, 2018), responsiveness, operational flexibility, and business relationships (Baškarada & Koronios (2018), Worren et al (2014), Teoh & Cai (2015), Doz & Kosonen (2010), Sambamurthy et al (2003), Joshi & Sharma (2004), Conboy (2009).…”

“…All research variables and indicators can be seen in Table 2. (Nurcholis, 2018) Product diversity Differentiation design, features, and warranties (Frambach et al, 2016) Knowledge Exploitability Quality of communication, organizational management, and information (Widodo, 2018) Organizational Agility Speed recognizing market changes and the ability to identify new market trends/opportunities, the capability of a distributed team to speedily accomplish tasks, adapt and reconfigure itself to changing conditions in a rapid manner, and build a network of strategic, extended, or virtual partnerships with suppliers and distributors (Sambamurthy et al, 2003).…”

Strategic Marketing and Competitive Advantage of Selected Petroleum Products Marketing Companies in Nigeria: The Moderating Role of Resource Capabilities

“…The finding showed that new market exploitation, product diversity and marketing program development as measures for adaptive behaviour have significant positive influence towards knowledge exploitability. This finding further explained that ability of firms to adapt and respond to market changes by creating ideas in the market place depends on its ability to analyse and make consistent use of market information culminates into market knowledge to adjust marketing activities that meet new market demands and customers needs (Nurcholis, 2018). Ramaseshan, Ishak, and Kingshott (2013) found that marketing analysis as a dimension of strategic marketing as an important instrumental link between the firm and its external environment helps ascertain how well the firm is able to respond and adapt to environmental constraints and changes in its marketing activities.…”

The Equilateral Agility Concept as Mediating Variable in Relationship between IT-Strategy Alignment and Sustainable Competitive Advantage

“…A company's ability to analyze situations and determine the direction in implementing new service strategies through a search process for customer needs and desires, market demand, competitor analysis, and intention to develop or produce new methods for creating services (Nurcholis, 2018). Therefore, organizations must adapt and respond to change by improving or creating new ideas to the market to find new opportunities and achieve success.…”