Achieving Marketing Performance through Acculturative Product Advantages: The Case of Sarong Samarinda

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2020-06-26 DOI:10.22452/ajba.vol13no1.9

H. Indriastuti, J. Kasuma, Saida Zainurrosalamia, D. Darma, Anusara Sawangchai

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引用次数: 11

Abstract

Manuscript type: Research paperResearch aims: This study aims to investigate the role of acculturativeproduct as an isolative mechanism for achieving the marketingperformance of small and medium enterprises (SMEs) in Indonesia.Specifically, it focusses on the Indonesian Sarong Samarinda industry.Design/Methodology/Approach: Data were collected from 207 individualentrepreneurs who are involved in Sarong Samarinda businessesin East Kalimantan, Indonesia. Structural equation modelling(SEM) using AMOS was utilised to analyse the data.Research findings: The results of this study show that the advantagesof the acculturative products influence the marketing performance.This study highlights the importance of innovativeness in securingthe potentials of the acculturative products for the SME industry inIndonesia. It is also observed that the acculturative product acts as themediator between innovativeness and marketing performance. Theoretical contribution/Originality: The empirical evidence ofthis study highlights the importance of acculturative products as anisolating mechanism which can help organisations to maintain andsustain their competitiveness.Practitioner/Policy implication: This study offers insights to entrepreneursand policy makers to better understand how the SarongSamarinda industry could be developed, which potentially wouldcontribute to the country’s economy.Research limitation/Implications: Since this study focusses onSamarinda city only, the generalisability of the findings may belimited. Therefore, future studies should incorporate a larger andmore diverse set of samples.

查看原文本刊更多论文

通过文化产品优势实现营销绩效——以萨荣·萨马林达为例

手稿类型：研究论文研究目的：本研究旨在调查文化适应产品作为一种孤立机制在实现印尼中小企业（SME）市场绩效方面的作用。具体而言，它关注的是印尼萨荣萨马林达行业。设计/方法/方法：数据来自印度尼西亚东加里曼丹Sarong Samarinda企业的207名个体企业家。使用AMOS的结构方程建模（SEM）来分析数据。研究发现：本研究的结果表明，文化产品的优势会影响营销绩效。这项研究强调了创新在确保印尼中小企业行业文化适应产品潜力方面的重要性。研究还发现，文化适应型产品是创新性和营销绩效之间的中介。理论贡献/独创性：本研究的经验证据强调了文化适应产品作为一种各向异性机制的重要性，它可以帮助组织保持和持续其竞争力。从业者/政策含义：这项研究为企业家和政策制定者提供了见解，以更好地了解如何发展SarongSamarinda产业，这可能会对国家经济做出贡献。研究局限性/影响：由于本研究仅关注萨马林达市，研究结果的普遍性可能受到限制。因此，未来的研究应该包括一组更大、更多样化的样本。

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

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.