The Role of Market Orientation and Innovation Capability to Create Superior Value
- 10.2991/aebmr.k.200108.019How to use a DOI?
- Market Orientation, Innovation Capability, Value Creation, Superior Value, SMEs, Knitting Industry, Binong Jati
This research aims to excavate the impact of the market orientation and innovation capability to value creation in Small and Medium Enterprises (SMEs) of knitting industry located in Bandung, West Java Province. The descriptive and verification methods were used in this research while the data obtained from 281 respondents of entrepreneurs in Binong Jati Knitting Center (Sentra Rajut Binong Jati) in Bandung. The analysis tools used was Structural Equation Modeling (SEM) and the hypothesis was tested using LISREL 8.7 software. The result of this research indicates that both independent variables are having a positive and significant impact on dependent variable partially and simultaneously. This research is expected to have a positive impact as a useful input for entrepreneurs in Sentra Rajut Binong Jati to increase their market orientation and strengthen their innovation capability to embedded superior value in their products.
- © 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 - Rizki Zulfikar PY - 2020 DA - 2020/01/13 TI - The Role of Market Orientation and Innovation Capability to Create Superior Value BT - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019) PB - Atlantis Press SP - 75 EP - 80 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200108.019 DO - 10.2991/aebmr.k.200108.019 ID - Zulfikar2020 ER -