Introducing Iconic Value Co-Creation to Indonesian Small Businesses

DOI

10.2991/miceb-17.2018.31How to use a DOI?

Keywords

Marketing innovativeness, iconic value co-creation, market responsiveness capability, marketing performance

Abstract

This research examines whether marketing innovativeness (MI) and market responsiveness capability (MRC) to enhance marketing performance (MP) and tries solve the problems of research gap between marketing innovativeness and marketing performance. The SME's handy craft industries in East Borneo, Indonesia used as a sample. The Total data that can be further analysed as much as 207 respondents. Data analysing using Structural Equation Modelling. The result showed that (1) small companies in these markets segments-based region-centric is likely have better marketing performance when they have the iconic value co-creation (2) the marketing innovativeness and market responsiveness have significant effect on iconic co-creation (3) iconic value co-creation is definitely a mediator in the correlation of marketing innovativeness and market responsiveness.

Copyright

© 2018, 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  - Herning Indriastuti
PY  - 2017/10
DA  - 2017/10
TI  - Introducing Iconic Value Co-Creation to Indonesian Small Businesses
BT  - Proceedings of the Mulawarman International Conference on Economics and Business (MICEB 2017)
PB  - Atlantis Press
SP  - 201
EP  - 207
SN  - 2352-5428
UR  - https://doi.org/10.2991/miceb-17.2018.31
DO  - 10.2991/miceb-17.2018.31
ID  - Indriastuti2017/10
ER  -