The Effect of Market Orientation and Product Innovation to Increase Marketing Performance Moderated by Creativity

Utami, Desy Cahyaning; Mulyono, Lalu Edy Herman; Furkan, Lalu M.

doi:10.47814/ijssrr.v5i2.164

Cited by 4 publications

(5 citation statements)

References 23 publications

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“…The current finding of the study opposes the outcome posted by Na et al (2019) that firm-level marketing orientation harness the product-level innovation that instigates the firm performance. Similar findings were reported by Utami et al (2022) . The following hypothesis examined and established that the marketing orientation significantly influences the process innovation among SMEs.…”

Section: Discussionsupporting

confidence: 92%

“…At the same time, concerning process innovation, Wang et al (2016) argued that market orientation is associated with diverse forms of innovation, such as cultural, product, processes, and organizational cultural innovation. Since the concept of market orientation emphasizes the presentation of innovative products and/or services as a response to market information, it could be presumed as an innovative behavioral category ( Cozzarin, 2017 ; Utami et al, 2022 ). Indeed, market orientation is depicted as constantly and proactively aiming to remain ahead of market competition and utilizing the firm’s resources to enhance overall innovation capacity and improve the firms’ innovative products or services offerings ( Adiguzel, 2019 ).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

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The Mediating Effect of Innovation in Between Strategic Orientation and Enterprise Performance: Evidence From Malaysian Manufacturing Small-to-Medium-Sized Enterprises

et al. 2022

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Strategic orientation and innovation are vital determinants for accelerating the performance of small-to-medium-sized enterprises (SMEs). However, there is a lack of empirical evidence confirming the innovation at the product and process levels that instigated the SMEs’ performance. Moreover, the mediating effect of process and product innovation can play a significant role in strategic orientation and manufacturing SMEs’ performance. In this respect, this study aims to examine the mediating effect of product and process innovation between strategic orientation (i.e., market, entrepreneurial, and customer orientation) and the performance of Malaysian manufacturing SMEs. The questionnaire survey gathered data from 360 manufacturing SMEs and was analyzed using partial least square structural equation modeling (PLS-SEM) to achieve these research objectives. The study analysis established that customer and entrepreneurial orientation significantly influence product and service innovation. However, the market orientation is significant for process innovation but insignificant for product-level innovation among SMEs. The study’s consequences exposed that process innovation has significantly mediated between the strategic (market, customer, and entrepreneurial) orientation and SMEs performance. It implies that market, entrepreneurial, and customer-related strategies would substantially improve SMEs’ performance by harnessing innovation at product and process levels. The core insights provided by the current work are to strengthen the strategic orientation that can promote product and process innovation, thereby harnessing the SMEs’ performance. Additionally, the study’s significance and limitations were reported at the end.

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Section: Discussionsupporting

confidence: 92%

Section: Hypotheses Developmentmentioning

confidence: 99%

The Mediating Effect of Innovation in Between Strategic Orientation and Enterprise Performance: Evidence From Malaysian Manufacturing Small-to-Medium-Sized Enterprises

et al. 2022

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“…Market orientation is a notion that highlights the importance of introducing innovative products or services in response to market knowledge. This approach can be considered as a type of innovative behaviour (Cozzarin, 2017;Utami et al, 2022). Market orientation is characterised by a continuous and proactive effort to stay ahead of competitors and utilise the company's resources to boost innovation capability and improve the products or services offered by the company (Adiguzel, 2019).…”

Section: Market Orientation (Mo)mentioning

confidence: 99%

Effect of Strategic Orientation on Organizational Performance of Hotels in Warri, Delta State, Nigeria

E.,

N. M.

2024

African Journal of Economics and Sustainable Development

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The study examined the effect of strategic orientation on organizational performance of hotels in Warri, Delta State. The study used a cross-sectional survey research approach. The survey encompassed a population of 482 employees from 10 selected four- and five-star hotels located in Warri, Delta State. A sample size of 214 employees was chosen from the entire population. A structured questionnaire was employed as the research tool in this study. In order to ascertain the instrument's reliability, a test-retest technique was employed. Data was analyzed by using descriptive and inferential statistical techniques, including correlation and multiple regression analysis. The analysis was conducted using the SPSS for Windows software, namely, version 25. Findings showed that entrepreneurial orientation, market orientation and customer orientation have a significant positive effect on organizational performance. The study concluded that strategic orientation has a significant positive effect on organizational performance of hotels in Warri, Delta State. The study recommended amongst others that hotels should foster an environment in which all team members, ranging from frontline employees to executives, adopt a customer-focused mentality. Ensure that your employees comprehend the significance of anticipating the wants of guests, providing proactive assistance, and continually giving outstanding service.

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“…SMEs in Ghana satisfy present client needs through continual change (Utami et al, 2022). A market-driven marketing modification propels SMEs to take actions that boost the economic worth of products and services, anticipate customer requirements and shape consumer behavior to rule the upcoming market (Hariandja and Sartika, 2022).…”

Section: Food Processingmentioning

confidence: 99%

The impact of marketing modification on the performance of food processing SMEs in Ghana

Abrokwah-Larbi

Awuku-Larbi²

2023

JRME

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Purpose The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory. Design/methodology/approach This study employed a survey method to collect data from 225 food processing small- and medium-sized enterprises (SMEs) on the Ghana Enterprise Agency (GEA) registered list in the Eastern Region of Ghana. The effect of marketing modification on the performance of SMEs in the food processing industry was evaluated using a structural equation modeling (SEM) – path analysis. Findings According to the study’s findings, marketing modification has a positive and significant impact on the financial performance (FP), customer performance (CP), internal business process performance (IBPP) and learning and growth performance (LGP) of Ghanaian SMEs engaged in food processing. The results of this study also demonstrated the importance of marketing modification determinants, such as marketing resources (MR), cross-functional and interenterprise collaboration (CFIEC), architectural marketing capability (AMC) and marketing strategy decision implementation (MSDI), in achieving food processing SME performance in Ghana. Research limitations/implications This current research has its limitation, even though its importance has been mentioned earlier. First, the study can be improved by expanding the sample size through the inclusion of other SMEs from other industries since it is industry specific (i.e. food processing SME). Second, this current study was conducted in Ghana. To compare results, the current study may be replicated in other emerging countries. Third, future research studies may consider how business environmental factors such as technological change (e.g. use of artificial intelligence and machine learning) moderate the relationship between marketing modification and SME performance. Practical implications The outcomes of this research study are anticipated to give profitable implications to both academicians and practitioners. For the academic aspect, this study provides an important contribution to marketing modification and performance literature by examining the impact of innovative marketing on the performance of food processing SMEs in Ghana. For practitioners, this study indicates that food processing SME owners/managers must focus on marketing modification to develop their performance. The increase in marketing modification application through marketing capabilities such as MR and CFIEC will enable owners/managers to achieve performance targets. Social implications The application of marketing modification among food processing SMEs in Ghana will contribute greatly to their profitability, survival and growth. The growth and survival of food processing SMEs (not limited to food processing SMEs) in Ghana will help in the control of unemployment, which is a major social issue in Ghana. Originality/value The study’s findings provide solid support for the marketing capabilities theory. This study also supports the notion that food processing SMEs should perceive marketing modification and its determinants (i.e. MR, CFIEC, AMC and MSDI) as a critical strategic capacity to enhance their performance (i.e. FP, CF, IBPP and LGP). In terms of contribution, this study adds to the body of knowledge already available on marketing modification and business performance, particularly in the setting of an emerging economy.

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The Effect of Market Orientation and Product Innovation to Increase Marketing Performance Moderated by Creativity

Cited by 4 publications

References 23 publications

The Mediating Effect of Innovation in Between Strategic Orientation and Enterprise Performance: Evidence From Malaysian Manufacturing Small-to-Medium-Sized Enterprises

The Mediating Effect of Innovation in Between Strategic Orientation and Enterprise Performance: Evidence From Malaysian Manufacturing Small-to-Medium-Sized Enterprises

Effect of Strategic Orientation on Organizational Performance of Hotels in Warri, Delta State, Nigeria

The impact of marketing modification on the performance of food processing SMEs in Ghana

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