Iconic Product Advantage for Improving Marketing Performance of Indonesian Small and Medium Enterprises

Abstract

Purpose:To examine the role of iconic product advantage to improve marketing performance. Design/Methodology/Approach: This study uses primary data obtained from interviews based on a list of questions to 103 respondents of Salted Egg SMEs in Brebes Regency, Central Java Province, Indonesia. Findings: All hypotheses are accepted, market orientation influences iconic product advantage, product innovation influences iconic product advantage, dynamic capability influences iconic product advantage, iconic product advantage influences marketing performance. Practical Implications: There is no research that examines the market orientation of marketing performance that is bridged by the iconic product advantage. This research proves that the iconic product advantage bridges the market orientation with the marketing performance of Brebes Salted Egg SMEs that is supported by product innovation and dynamic capability. Originality/Value: Iconic product advantage is novelty in this study. Iconic product advantage is the superiority of the company by making products that become icons or symbols that serve as a reminder for consumers with the symbols contained in the product.

Building Religious Product Advantage to Increase Marketing Performance of Micro, Small and Medium Halal Industry in Central Java - Indonesia

“…PDP is a company's competence in developing original products, improving old products, modifying new products through the company's product development efforts (Hanfan & Setiawan, 2018). PDP can be demonstrated through the organizational routines that make up the innovation process, which is aimed at reconfiguring a company's product portfolio.…”

“…Customers generally prefer to buy products that have more value than they want (Porter, 1990). MSMEs that have the goal of improving MP need to consider how to increase regiocentric product advantage (Hanfan & Setiawan, 2018). Good management knowledge and competitive advantages possessed by batik MSMEs have an effect on MP (Kusuma et al, 2021).…”

“…The variable definition must be explained in a more operational measure. Variables generally describe what will be studied, but the me-asurement of these variables needs to be concretized through rational measurements, which then become reflective variable indicators (Hanfan & Setiawan, 2018).…”

Iconic Product Innovation Model to Improve Sengkang’s Silk Marketing Performance

“…Iconic Product Innovation refers to the capability of firms to create an innovation through differentiation and creativity by leveraging its iconic product advantage [15] [16]. Iconic product advantages sometimes associated by products that are strongly associated with local culture and region and typically seen as tourist souvenirs or local souvenirs.…”

“…Iconic product advantages sometimes associated by products that are strongly associated with local culture and region and typically seen as tourist souvenirs or local souvenirs. Leveraging iconic product advantage can potentially improve marketing performance [15]. However, iconic product advantage may not be sustainable for firms if the products itself are not innovative enough and developed continuously.…”