Exploring the Relationship of Networking Capabilities to Marketing Performance: A Study of Small-Sized Business Firms in Central Java Indonesia

DOI

10.2991/aebmr.k.200305.131How to use a DOI?

Keywords

entrepreneurial orientation, networking capabilities, quality of strategy, isolating mechanism, firm performance

Abstract

Entrepreneurial orientation is a determining factor for business success, entrepreneurial orientation has the characteristics of risk taking, proactive towards change and innovation to enhance the competitiveness of companies. For small and medium-sized companies, relationships and networks are important resources. Networks are considered an important variable for all types of companies, especially those related to the fact that the economic environment is becoming increasingly competitive. Networks enable companies to access resources, markets, information and technology. In addition, social networking is an important formation of the company and for the success and continuity of the company. This study examines the effect of entrepreneurial orientation, isolation mechanism, strategy quality as an independent variable, and network ability as an intervening variable on the marketing performance of batik Small and Medium Enterprises (SMEs.) in Central Java, Indonesia. This research was conducted on 160 owners and managers of batik SMEs. Data were collected with a ten-point Likert scale questionnaire consisting of statements about these variables. Data were analyzed with Structural Equation Modeling using AMOS. The research findings show the positive effect of entrepreneurial orientation and the quality of the strategy directly on the ability of the network, and, the ability of the network to marketing performance. The author discusses managerial implications and important future research from this finding

Copyright

© 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/).

Download article (PDF)

TY  - CONF
AU  - Hasyim
AU  - Esty Pudyastuti
PY  - 2020
DA  - 2020/03/10
TI  - Exploring the Relationship of Networking Capabilities to Marketing Performance: A Study of Small-Sized Business Firms in Central Java Indonesia
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 653
EP  - 666
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.131
DO  - 10.2991/aebmr.k.200305.131
ID  - 2020
ER  -