Skip to main navigation menu Skip to main content Skip to site footer
Academia Open

Business and Economics

Vol 8 No 1 (2023): June

Global Marketing Success: Market Orientation, Innovation, Competitive Advantage
Sukses Pemasaran Global: Orientasi Pasar, Inovasi Produk, dan Keunggulan Kompetitif



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.8.2023.3888
Published
June 26, 2023

Abstract

This study investigates the relationships between market orientation, product innovation, competitive advantage, and marketing performance in a global context. Using the Slovin method, a sample of 251 respondents was collected to analyze primary data through Partial Least Squares (PLS). The findings highlight that market orientation positively affects competitive advantage and marketing performance, while product innovation positively influences both competitive advantage and marketing performance. Moreover, competitive advantage serves as a mediator between market orientation and marketing performance, as well as between product innovation and marketing performance. These results emphasize the strategic significance of market orientation, product innovation, and competitive advantage in achieving superior marketing performance in a competitive global marketplace. The implications suggest that firms should prioritize developing market orientation, fostering product innovation, and leveraging competitive advantage to enhance their marketing performance in the global context.

Highlights:

  • Market orientation and product innovation positively influence competitive advantage and marketing performance.
  • Competitive advantage acts as a mediator between market orientation and marketing performance, as well as between product innovation and marketing performance.
  • Emphasizing market orientation, fostering product innovation, and leveraging competitive advantage are crucial for achieving marketing success in a global context.

Keywords: Market orientation, Product innovation, Competitive advantage, Marketing performance, Global context

References

  1. A. Utaminingsih, “Pengaruh Orientasi Pasar, Inovasi, Dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada Ukm Kerajinan Rotan Di Desa Teluk Wetan, Welahan, Jepara,” Media Ekon. Dan Manaj., Vol. 31, No. 2, Pp. 77–87, 2016.
  2. A. Z. Bin Khairani And N. Bin A. Razak, “Advance In Educational Measurement: A Rasch Model Analysis Of Mathematics Proficiency Test,” Int. J. Soc. Sci. Humanit., Pp. 248–251, 2013, Doi: 10.7763/Ijssh.2012.V2.104.
  3. B. R. Irawan, “Dampak Inovasi Produk Terhadap Kinerja Pemasaran ( Studi Kasus Pada Peluncuran Produk Baru Dalam Industri Rokok ),” Agora, Vol. 3, No. 1, Pp. 127–137, 2015.
  4. E. Jayaningrum And B. Sanawiri, “Pengaruh Orientasi Pasar, Inovasi, Orientasi Kewirausahaan Terhadap Keunggulan Bersaing Dan Kinerja Pemasaran,” J. Adm. Bisnis, Vol. 54, No. 1, Pp. 149–158, 2018.
  5. Ghozali, “Metode Penelitian,” J. Chem. Inf. Model., Vol. 53, No. 9, Pp. 1689–1699, 2018.
  6. G. Sugiyarti, “Analisis Kinerja Pemasaran Usaha Kecil Menengah Batik Di Provinsi Jawa Tengah,” Isbn 978-979-3649-96-2, Vol. 5, No. 2, Pp. 643–650, 2016.
  7. Hair, “Multivariate Data Analysis,” Food Chemistry, Vol. 232. Pp. 135–144, 2014.
  8. I. Ghozali, Aplikasi Analisis Multivariate Dengan Program Ibm Spss 21 Update Pls Regresi. Semarang: Badan Penerbit Universitas Diponegoro, 2013.
  9. M. Sholihin And D. Ratmono, “Analisis Sem-Pls Dengan Wrappls 3.0 Untuk Hubungan Nonlikier Dalam Penelitian Sosial Dan Bisnis,” Andi, Pp. 1–290, 2013.
  10. M. Handayani And A. Prabawati, “Orientasi Pasar Dan Inovasi Produk Pengaruhnya Terhadap Kinerja Pemasaran Dengan Variabel Intervening Keunggulan Bersaing Pada Umkm Kecamatan Kaliwates Achadyah,” Αγαη, Vol. 8, No. 5, P. 55, 2019.
  11. M. V. A. Karinda, L. Mananeke, F. Roring, J. Manajemen, U. Sam, And R. Manado, “Pengaruh Strategi Pemasaran Dan Inovasi Produk Terhadap Kinerja Pemasaran Produk Indihome Pt.Telkom Area Tomohon,” J. Emba J. Ris. Ekon. Manajemen, Bisnis Dan Akunt., Vol. 6, No. 3, Pp. 1568–1577, 2018, Doi: 10.35794/Emba.V6i3.20265.
  12. N. Valaei, “Organizational Structure, Sense Making Activities And Smes’ Competitiveness: An Application Of Confirmatory Tetrad Analysis-Partial Least Squares (Cta-Pls),” Vine J. Inf. Knowl. Manag. Syst., Vol. 47, No. 1, Pp. 16–41, 2017, Doi: 10.1108/Vjikms-04-2016-0015.
  13. N. W. Ekawati And N. M. P. Dewi, “Peran Keunggulan Bersaing Dalam Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran,” E-Jurnal Manaj. Unud, Vol. 6, No. 9, Pp. 4947–4977, 2017
  14. P. Kotler, Keller, And G. Armstrong, Principle Of Marketing, 15th Edition. New Jersey: Pearson Prentice Hall, 2016.
  15. P. Kotler And K. L. Keller, Manajemen Pemasaran Jilid 1. 2009.
  16. R. Aristiyo And Murwatiningsih, “Meningkatkan Kinerja Pemasaran Melalui Keunggulan Bersaing Dengan Orientasi Kewirausahaan, Orientasi Pasar, Dan Kemitraan,” Manag. Anal. J., Vol. 6 (1), No. 1, P. 44, 2017.
  17. Sugiyono, “Sugiyono, Metode Penelitian,” Penelitian, 2017.
  18. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, Dan R&D, Cetakan 19. Bandung: Alfabeta Cv., 2013.
  19. Sugiyono, Metode Penelitian Kuantitatif Kualitatif Dan Kombinasi (Mixed Methods). Bandung: Alfabeta, 2016.
  20. S. Syofian, “Statistik Parametrik Untuk Penelitian Kuantitatif: Dilengkapi Dengan Perhitungan Manual Dan Aplikasi Spss Versi 17 Ed. 1, Cet. 2. Jakarta: Pt Bumi Aksara.,” 2014.
  21. Suryani And Hendryadi, “Metode Riset Kuantitaf: Teori Dan Aplikasi Pada Penelitian Bidang Manajemen Dan Ekonomi Islam. Jakarta Prenadamedia Grup.,” 2015.
  22. S. T. Dewi, “Analisis Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Keunggulan Bersaing Untuk Meningkatkan Kinerja Pemasaran (Studi Pada Industri Batik Di Kota Dan Kabupaten Pekalongan),” Ekon. Dan Bisnis, P. 80, 2016.
  23. U. Sekaran And R. Bogie, Metode Penelitian Untuk Bisnis. Jakarta: Salemba Empat. 2017.
  24. T. Asashi And I. Sukaatmadja, “Peran Inovasi Produk Dalam Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran,” E-Jurnal Manaj. Univ. Udayana, Vol. 6, No. 4, P. 251977, 2017.
  25. W. Wahyudiono, “Pengaruh Orientasi Pelanggan Dan Orientasi Pesaing Terhadap Inovasi Pasar Dan Pertumbuhan Penjualan Perusahaan Makanan Di Surabaya,” Ekuitas (Jurnal Ekon. Dan Keuangan), Vol. 14, No. 3, P. 271, 2017, Doi: 10.24034/J25485024.Y2010.V14.I3.2167.
  26. W. C. Kim And R. Mauborgne, “Blue Ocean Strategy,” Harvard Business Review, Vol. 82, No. 10. Pp. 76–84, 2004, Doi: 10.4018/Jabim.2010010104.

Downloads

Download data is not yet available.