The Impact of Innovation, Competitive Advantage, and Market Orientation on Firm's Marketing Performance in the Garment Industry in Indonesia

DOI

10.2991/icoi-19.2019.68How to use a DOI?

Keywords

marketing innovation, product innovation, competitive advantage, market orientation

Abstract

The aim of this study is to identify the influence of marketing and product innovation, competitive advantage and market orientation on marketing performance. The objects of this research are small and medium enterprises in the garment industry in Indonesia. 107 firms were selected as samples in this study. The Data was obtained through surveys using Likert scale. Data was tested using multiple regression methods. The results of the study suggest that marketing innovation, product innovation, competitive advantage and market orientation affect marketing performance.

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  - T.C. Efrata
AU  - W.E.D. Radianto
AU  - M.A.E. Marlina
AU  - S.C. Budiono
PY  - 2019/10
DA  - 2019/10
TI  - The Impact of Innovation, Competitive Advantage, and Market Orientation on Firm's Marketing Performance in the Garment Industry in Indonesia
BT  - Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019)
PB  - Atlantis Press
SP  - 399
EP  - 403
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoi-19.2019.68
DO  - 10.2991/icoi-19.2019.68
ID  - Efrata2019/10
ER  -