Market-Based Innovation Capability: A Perspective of Resource Advantage Theory of Competition
- DOI
- 10.2991/978-94-6463-026-8_22How to use a DOI?
- Keywords
- Entrepreneurial exploration opportunity; Market-based innovation capability; Market penetration; Marketing performance
- Abstract
Highly competitive environment requires a company to explore any market opportunities for it to maintain its business quality. Company’s capability to identify market opportunities will raise its sustainability and competitive advantage, which may potentially improve its performance. Competitive advantage is an organization’s capability to develop its resources. With its capability enhanced, a company may potentially produce innovative products. The purpose of this research was to examine the gap between entrepreneurial opportunity and marketing performance with Market-Based Innovation Capability as the variable to improve marketing performance. The research samples were business owners in the creative industry in Central Java. The results show that market-based innovation capability as the mediating variable was capable of improving marketing performance, and market penetration power was also capable of improving marketing performance.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Tumpal P. Situmorang AU - Farida Indriani PY - 2022 DA - 2022/12/10 TI - Market-Based Innovation Capability: A Perspective of Resource Advantage Theory of Competition BT - Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021) PB - Atlantis Press SP - 191 EP - 203 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-026-8_22 DO - 10.2991/978-94-6463-026-8_22 ID - Situmorang2022 ER -