Academia Open
Vol 8 No 1 (2023): June
Business and Economics

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


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  • Iin Aniyati,
  • Lilik Indayani*
Iin Aniyati
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3888
Published June 26, 2023
Keywords
  • Market Orientation,
  • Product Innovation,
  • Competitive Advantage,
  • Marketing performance,
  • Global context
How to Cite
Aniyati, I., & Indayani, L. (2023). Global Marketing Success: Market Orientation, Innovation, Competitive Advantage. Academia Open, 8(1), 10.21070/acopen.8.2023.3888. https://doi.org/10.21070/acopen.8.2023.3888

Copyright (c) 2023 Iin Aniyati, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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

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