{"title":"产品创新组合与客户价值创造研究——企业风险承担导向与营销绩效的桥梁","authors":"Maklon Felipus Killa","doi":"10.21002/amj.v9i2.5718","DOIUrl":null,"url":null,"abstract":"The aims of this study is to investigate the role of product innovation portfolio and customer value creation in bridging the gap of research entrepreneurial risk-taking orientation and marketing. Wood crafts firms that are in the city of Bandung, Yogyakarta and Solo which has been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling . Data were collected using a questionnaire given directly to the respondent. The total data used for analysis about 172 respondents. Data analysis used in this research is Structural Equation Modeling ( SEM) with the AMOS program. The results show that product innovation portfolio serves as mediating on the relationship between entrepreneurial risk-taking orientation and marketing performance. Futhermore, the results also find that customer value creation has a positive effect on marketing performance. Normal 0 false false false IN X-NONE X-NONE","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":"1 1","pages":"80-89"},"PeriodicalIF":0.0000,"publicationDate":"2017-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.21002/amj.v9i2.5718","citationCount":"6","resultStr":"{\"title\":\"A Study on Product Innovation Portfolio and Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation and Marketing Performance\",\"authors\":\"Maklon Felipus Killa\",\"doi\":\"10.21002/amj.v9i2.5718\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The aims of this study is to investigate the role of product innovation portfolio and customer value creation in bridging the gap of research entrepreneurial risk-taking orientation and marketing. Wood crafts firms that are in the city of Bandung, Yogyakarta and Solo which has been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling . Data were collected using a questionnaire given directly to the respondent. The total data used for analysis about 172 respondents. Data analysis used in this research is Structural Equation Modeling ( SEM) with the AMOS program. The results show that product innovation portfolio serves as mediating on the relationship between entrepreneurial risk-taking orientation and marketing performance. Futhermore, the results also find that customer value creation has a positive effect on marketing performance. Normal 0 false false false IN X-NONE X-NONE\",\"PeriodicalId\":30884,\"journal\":{\"name\":\"Asean Marketing Journal\",\"volume\":\"1 1\",\"pages\":\"80-89\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.21002/amj.v9i2.5718\",\"citationCount\":\"6\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asean Marketing Journal\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21002/amj.v9i2.5718\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asean Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21002/amj.v9i2.5718","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 6
摘要
本研究的目的是调查产品创新组合和客户价值创造在弥合研究创业风险导向和营销之间的差距方面的作用。位于万隆市、日惹市和索罗市的木制工艺品公司被视为印度尼西亚的创意城市。采样采用目的性采样和方便性采样相结合的方法。数据是使用直接发给受访者的问卷收集的。用于分析的总数据约为172名受访者。本研究中使用的数据分析是使用AMOS程序的结构方程建模（SEM）。研究结果表明，产品创新组合在创业风险取向与营销绩效之间起中介作用。此外，研究结果还发现，客户价值创造对营销绩效有积极影响。Normal 0 false false IN X-NONE X-NONE
A Study on Product Innovation Portfolio and Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation and Marketing Performance
The aims of this study is to investigate the role of product innovation portfolio and customer value creation in bridging the gap of research entrepreneurial risk-taking orientation and marketing. Wood crafts firms that are in the city of Bandung, Yogyakarta and Solo which has been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling . Data were collected using a questionnaire given directly to the respondent. The total data used for analysis about 172 respondents. Data analysis used in this research is Structural Equation Modeling ( SEM) with the AMOS program. The results show that product innovation portfolio serves as mediating on the relationship between entrepreneurial risk-taking orientation and marketing performance. Futhermore, the results also find that customer value creation has a positive effect on marketing performance. Normal 0 false false false IN X-NONE X-NONE
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
