Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)

DOI

10.2991/aebmr.k.200410.024How to use a DOI?

Keywords

adaptive marketing capabilities, industrial cluster, marketing performance

Abstract

The Small and Medium enterprise (SME) is one of the sectors that holds an important role in the regional economy. One of the small and medium industry sectors that is growing rapidly is the creative industry. Therefore, the purpose of this study is to investigate how such adaptive marketing capabilities affects business performance while moderated by industrial cluster. A self-administered survey was conducted targeting SMEs that engaged in the creative economy sector in Malang, East Java. A total of 150 samples were collected. The collected data were analyzed using PLS with multi-group analyses. The findings demonstrate that adaptive marketing capabilities can affect business performance whereas the industrial cluster did not have a big effect on business performance as the mediator variable.

Copyright

© 2020, 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  - Maryanti
AU  - Ananda Sabil Hussein
AU  - Kusuma Ratnawati
PY  - 2020
DA  - 2020/04/13
TI  - Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)
BT  - Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)
PB  - Atlantis Press
SP  - 161
EP  - 166
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200410.024
DO  - 10.2991/aebmr.k.200410.024
ID  - 2020
ER  -