Effect of Market Orientation and Competence of Knowledge on Innovation

DOI

10.2991/aicmar-18.2019.34How to use a DOI?

Keywords

market orientation; competence of knowledge; innovation; performance

Abstract

This study aims to examine the role of market orientation and competencies in enhancing innovation in the context of small and medium enterprises (SMEs) in Bali. Seventy (70) data were generated to conduct surveys and data were analyzed with Partial Least Square (PLS). The findings show that market orientation has a significant positive effect on knowledge competence. Market orientation influences innovation through mediating knowledge competencies. Because market orientation can improve knowledge competencies, it is advisable for SME managers to develop and implement appropriate marketing strategies. Regarding the results of research on the relationship between market orientation and innovation that have insignificant influence, the relationship model of market orientation and innovation and the development of research models will be further examined in the future.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ni Made Wahyuni
AU  - I Made Sara
AU  - I Made Suniastha Amerta
PY  - 2019/02
DA  - 2019/02
TI  - Effect of Market Orientation and Competence of Knowledge on Innovation
BT  - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018)
PB  - Atlantis Press
SP  - 158
EP  - 160
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicmar-18.2019.34
DO  - 10.2991/aicmar-18.2019.34
ID  - Wahyuni2019/02
ER  -