Adaptive Marketing Capabilities on Marketing Performance (Study on SMEs Creative Economy Sector)
- 10.2991/aebmr.k.200410.024How to use a DOI?
- adaptive marketing capabilities, industrial cluster, marketing performance
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.
- © 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/).
Cite this article
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 -