The Influence of Marketing Orientation on Market-led Organization Culture

Krisprimandoyo, Denpharanto Agung

doi:10.18502/kss.v4i3.6405

Cited by 4 publications

(5 citation statements)

References 2 publications

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“…Most of the MSMEs believe that aligning what they have with the market demands is critical for increasing the consumer perspective and decision-making (Laveneziana, Prussi, & Chiaramonti, 2023;Perrea, Chrysochou, & Krystallis, 2023). Krisprimandoyo (2020) discussed how the market orientation shapes organizational behavior and culture. Meanwhile, Kowalik, Danik, & Pleśniak (2022) investigated the natural determinants of responsive and proactive market orientation, revealing insights into how external factors influence the development of market orientation approach.…”

Section: Market Orientationmentioning

confidence: 99%

Leveraging Strategic Orientations in Achieving a Competitive Advantage Among Msmes: A Cross-Country Marketing Analysis

Kaniawati,

Sukma,

Oktaviani

2024

JEBIK

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This study aims to understand the extent to which market orientation, learning orientation, and entrepreneurial orientation contribute to the marketing performance of micro, small, and medium enterprises (MSMEs) in Indonesia, Australia (Perth and Canberra), Egypt, and Saudi Arabia, and how competitive advantage mediates the relationships. This quantitative study examined a total of 450 Hands-on Business Community (HBC) members through a stratified random sampling method. The data was analyzed using structural equation modeling – partial least square (SEM-PLS). The results show that all market orientation, learning orientation, entrepreneurial orientation, and competitive advantage have a positive and significant impact on the marketing performance. In addition, the competitive advantage also significantly mediates the impact of these three orientations on the marketing performance. These findings suggest that the MSMEs in Indonesia, Australia (Perth and Canberra), Egypt and Saudi Arabia to invest in market research and employee development, as well as to foster an entrepreneurial mindset, in order to success in dynamic markets. Further, there should be policy measures to support these orientations.JEL: M12, M31, M54.Keywords: market orientation, learning orientation, entrepreneurial orientation, competitive advantage, marketing performance.

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Section: Market Orientationmentioning

confidence: 99%

Leveraging Strategic Orientations in Achieving a Competitive Advantage Among Msmes: A Cross-Country Marketing Analysis

Kaniawati,

Sukma,

Oktaviani

2024

JEBIK

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“…MO is initially conceptualized as a set of fundamental processes, including market intelligence generation associated with current and future customer needs, dissemination of that intelligence across purposeful departments and coordinated action as the organization-wide response (Lee et al, 2015;Memili et al, 2018). Market orientation is operationalized as customer orientation, competitor orientation and inter-functional coordination (Krisprimandoyo, 2020)…”

Section: Market Orientationmentioning

confidence: 99%

“…Finally, firm's capabilities when used strategically can help achieve both financial and non-financial performances as well as attaining sustainable competitive edge. In Krisprimandoyo (2020), a market-led culture was identified to be influenced by MO (customer orientation, competitor orientation and inter-functional coordination) and long-term focus.…”

Section: Introductionmentioning

confidence: 99%

Firm Focus, Market Orientation and Firm Performance within the Health Insurance Industry

Mohammed¹,

Ekremet²,

Godwin³

2022

APMAJ

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Marketing orientation of businesses has become a strategy and priority for service providers in building strong value for customers by predicting and adapting to competitor innovations and services. This study looked at firm focus, firm performance and the three dimensions of market orientation using 168 respondents from the private health insurance industry. The study found that firms paying critical attention to the exclusive needs of their customers and competitor services remain stronger in the market. The study revealed that in order to improve long-term outlook, health insurance firms are required to implement the requisite market orientation dimensions to increase the success of firm performance. Keywords: firm focus, market orientation, firm performance, health insurance, SDGs

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“…The planning, organising, and distribution of concepts, products, and services, along with their pricing, are all part of the marketing process, which aims to create exchanges that promote both organisational and individual objectives (Agung Krisprimandoyo, 2020). The purpose of digital marketing, which is an evolution of traditional marketing, is to advertise goods and services through the use of digital platforms and internet technology.…”

Section: Introductionmentioning

confidence: 99%

Makeup Artist Communication Mix Model in Jakarta

Ekasari,

Irwanti,

Bungin

et al. 2024

Pancasila Int. J. Appl. Soc. Sci.

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Makeup Artist as a business-to-consumer (B2C) that focuses on providing direct services to individual clients. Since the Covid-19 pandemic, digital marketing has been increasingly relied upon to reach users. Content optimization through social media is an effective strategy in reaching users. Through phenomenology involving a number of prominent Makeup Artists in Jakarta, this research explores the use of Communication Mix tools used by Makeup Artists in marketing their services. A qualitative research method with color coding was used for the case studies in this research. The Communication Mix is the main object of this research, while the leading Makeup Artists in Jakarta will be the subject of the research. Data will be collected through in-depth interviews and content from social media used by makeup artists. From the results of data analysis using color coding on interview transcripts, from 6 (six) Communication Mixes: 1) Advertising, 2) Public Relations, 3) Sales service/agents/remote marketing, 4) Events, activities, and meetings, 5) Word of Mouth, 6) Sales Promotion, only 4 (four) are maximally used by Makeup Artists. No one Communication Mix tool can stand alone. Instead, a strategic combination of all four Communication Mix tools, namely: 1) Advertising, 2) Sales Promotion, 3) Public Relations, and 4) Word of Mouth, can create a very strong synergistic effect in expanding the reach and increasing the success of the Makeup Artist's business and can be maximally used by the Makeup Artist for services and acquiring potential clients.

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The Influence of Marketing Orientation on Market-led Organization Culture

Cited by 4 publications

References 2 publications

Leveraging Strategic Orientations in Achieving a Competitive Advantage Among Msmes: A Cross-Country Marketing Analysis

Leveraging Strategic Orientations in Achieving a Competitive Advantage Among Msmes: A Cross-Country Marketing Analysis

Firm Focus, Market Orientation and Firm Performance within the Health Insurance Industry

Makeup Artist Communication Mix Model in Jakarta

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