Networking capability, entrepreneurial marketing, competitive advantage, and marketing performance

Abstract

Business success is closely related to the marketing process. A good defined marketing strategy conducted to increase a sales business and marketing. The elements that must be developed are networking capability, entrepreneurial marketing, competitive advantage, and marketing performance. The sustainability of Indonesian businesses, especially small and medium enterprises (SMEs), is a challenge for entrepreneurs. SMEs are an important factor that affects the increase of national economic growth. This research investigated variables such as networking capability, entrepreneurial marketing, competitive advantage, marketing performance of embroidery SMEs in Tasikmalaya City West Java Indonesia. The technique sampling used in this research was purposive sampling. Samples gained were 120 SMEs. In analyzing the data, researchers employed Structural Equation Model (SEM) method from software AMOS. Entrepreneurial marketing activities are closely related to creating competitive advantage through innovation in the creation of better products, processes, and strategies to satisfy customer needs and desires. Hypothetical testing results showed that network capability and entrepreneurial marketing are important factors that significantly influence competitive advantage of SMEs. Networking capability, entrepreneurial marketing, and competitive advantage are important factors that significantly influence marketing performance of SMEs. Therefore, networking capability, entrepreneurial marketing, competitive advantage, and marketing performance must be developed for sustainable the successfulness of SMEs.

Shariah Tourism Based on Local Wisdom: Religious, Income, Motivation, Demand and Value of Willingness to Pay (WTP)

“…It is building the image of regional tourism destinations in a broader context. Therefore, the need for optimal marketing, according to Dhameria et al, (2021), marketing performance has an impact on the success of a business. In this digital era, it is expected that marketing strategies use technology (Hidayat et al, 2022).…”

Pengaruh Persepsi Bendahara Pengeluaran dan Komitmen Organisasi terhadap Kinerja Penggunaan Kartu Kredit Pemerintah

“…Komitmen organisasi dalam pengertian umum adalah ketentuan-ketentuan yang disepakati bersama oleh keseluruhan anggota sebuah organisai berkaitan dengan pedoman, penyelengaraan dan tujuan organisasi tersebut (Muis et al, 2018). Kemampuan jaringan yang perlu dibangun adalah komunikasi antar individu pada suatu organisasi maupun antar organisasi (Dhameria et al, 2021). Dhondt et al, (2014) mengatakan level komitmen organisasi berpengaruh terhadap kinerja pekerja.…”

The Effect of Entrepreneurial Orientation on Marketing Performance Mediated by Absorptive Capability and Networking Capability

“…Thus, H5 was accepted, that networking capability affected Marketing Performance. The higher the level of network capability, the higher the marketing performance (Solano et al, 2018); (Dhameria et al, 2021). The networking capability will make it easier for SMEs to build relationships with partners and the external environment to be utilized in the product innovation process and develop product marketing strategies (Srećković, 2018).…”

“…This process will be maximized if it is balanced with strengthening the network by utilizing inter-organizational relationships and gaining access to various resources owned by others (Asemokha et al, 2019). Networking capability is the ability to communicate with partners making it easier to obtain information that will be used to identify markets that will be useful in developing the marketing network that has been built (Dhameria et al, 2021;Sadiku-Dushi et al, 2019;Srećković, 2018). This is very necessary for small businesses to boost back in improving their marketing performance, both businesses that have local markets and businesses that are pursuing international market expansion (Karami & Tang, 2019).…”