Effects of Market-Sensing Capability on Marketing Performance: Roles of Pious Product Innovativeness and the Speed to Market Strategy

Abstract

Abstract. This paper examines the effects of pious product innovativeness (PPI) and the speed to market strategy (SMS) as mediating variables between market-sensing capability (MSC) and marketing performance (MP). The respondents were 237 leaders or owners of small and medium Muslim fashion enterprises in Central Java. The data analysis technique used in this study was structural equation modeling (SEM). The results of the study indicate that although MSC does not affect MP, it affects both the SMS and PPI. Moreover, the SMS and PPI affect MP. Furthermore, the SMS and innovative products mediate the relationship between MSC and market performance. Likewise, PPI mediates the relationship between the SMS and market performance. Keywords: Market-sensing capability, speed to market strategy, pious product innovativeness, marketing performance.