THE ROLES OF PRODUCT INNOVATION CAPABILITY IN MARKETING PERFORMANCE

IF 1.3 Q3 BUSINESS

Journal of Developmental Entrepreneurship Pub Date : 2023-10-01 DOI:10.1142/s1084946723500218

IMROATUL KHASANAH, I. MADE SUKRESNA

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Abstract

This study examines the role of product innovation capability in mediating the effect of market sensing capability on marketing performance. The sample data consist of 338 SMEs in the food product industry in Central Java, Indonesia. A model consisting of five hypotheses was proposed and tested. The statistical tests cover the following variables: market sensing capability, product innovation capability, competitive advantage and marketing performance. Structural Equation Modeling was used in the model and hypotheses testing. The results show that the five hypotheses have a positive and significant effect. Product innovation capability has the greatest influence on marketing performance, suggesting its important role in improving marketing performance. The results suggest that in increasing product innovation capability, SMEs must perpetually create and offer new ideas by considering market trends. Second, SMEs must be innovative in creating new food products in terms of both taste and packaging. Third, SMEs need to be the first to offer new products. Finally, SMEs must utilize the advancement of technology to develop food products and their variations.

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产品创新能力在营销绩效中的作用

本研究考察了产品创新能力在市场感知能力对营销绩效的中介作用。样本数据包括印度尼西亚中爪哇食品行业的338家中小企业。提出了一个由五个假设组成的模型并进行了检验。统计检验包括以下变量:市场感知能力、产品创新能力、竞争优势和营销绩效。采用结构方程模型进行模型和假设检验。结果表明，这五个假设都具有显著的正向效应。产品创新能力对营销绩效的影响最大，说明其对提高营销绩效具有重要作用。研究结果表明，中小企业在提高产品创新能力的过程中，必须结合市场发展趋势，不断创新，不断创新。第二，中小企业必须创新，在口味和包装上创造新的食品。第三，中小企业要率先推出新产品。最后，中小企业必须利用技术的进步来开发食品产品及其变体。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Developmental Entrepreneurship BUSINESS-

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： The Journal of Developmental Entrepreneurship (JDE) provides a forum for the dissemination of descriptive, empirical, and theoretical research that focuses on issues concerning microenterprise and small business development, especially under conditions of adversity. The intended audiences for JDE are scholars who study issues of developmental entrepreneurship and professionals involved in governmental and non-governmental efforts to facilitate entrepreneurship in economic and community development programs around the world. Articles will cover a broad range of topics, including: -Entrepreneurship and self-employment in developing contexts -Challenges and opportunities unique to minority and women entrepreneurs -Microenterprise funds and private-sector small business lending practices -Legislation, regulation, and tax policy that impact entrepreneurship and economic development -Processes that facilitate growth and development within emerging enterprises -Networks within and among entrepreneurial ventures -Marketing patterns and approaches in venture growth and development -International developmental entrepreneurship programs -Entrepreneurship in the informal economic sector -Education and training for aspiring entrepreneurs -Industry practices that adversely affect microenterprise development -Economic and social impacts of microenterprise activity