Marketing Architectural Capability and Competitive Networking in Indonesian Fashion Small and Medium-Sized Enterprises

被引：0
|
作者：
Hasyim [1 ]
Yohanes, S. P. [2 ]
机构：
[1] Medan State Univ, Fac Econ & Business, Dept Management, Sumatera Utara 20221, Indonesia
[2] Diponegoro Univ, Fac Econ & Business, Dept Management, Semarang, Central Java, Indonesia
来源：
QUALITY-ACCESS TO SUCCESS | 2018年 / 19卷 / 166期
关键词：
competitive advantage networking; marketing capability; market sensing; entrepreneurship orientation; marketing performance;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
This study aims to fulfill the gap of the previous research findings concerning the effect of entrepreneurship orientation toward marketing performance. It explores a new concept of competitive advantage networking to mediate a relation between the entrepreneurial orientation and the marketing performance. By testing five hypothesis with the data collected from 317 respondents of Small and Medium-sized Enterprises (SMEs) of fashion industry in six creative cities in Indonesia, the study indicates that the competitive networking is feasible as mediation variable. Therefore, the competitive networking can be applied as a valuable determinant to increase the marketing performance of SMEs.
引用
收藏
页码：64 / 67
页数：4
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