STRATEGIES FOR IMPROVING MARKETING PERFORMANCE WITH RED OCEAN THEORY

Bun Norikun

No bg58y, OSF Preprints from Center for Open Science

Abstract: This research analyzes the work of marketing in Convection Business in Kudus Disctrict, particularly in the competitiveness of its Micro, Small and Medium business (UKM). UKM does serve an important role in economy development, since it provides job opportunities, as well as opens new field of jobs. It is particularly true in Convection Business UKM, because it has a very competitive market or red ocean (already existed in the market). This research tries to analyze how various strategy variables, which are innovation abilities, market orientation, and entrepreneurship orientation through competitive advantage can significatly improve marketing performance in Convection Business in Kudus District. The research collects the samples from 194 Convection business users in Kudus District. This research bases its analysis using Structural Equation Modelling (SEM). It gets a conclusion that innovation abilities, market orientation, entrepreneurship orientation and competitive advantage do give direct contribution toward marketing performance, while innovation abilities, market orientation and entrepreneurship orientation through competitive advantage do give indirect contribution toward marketing performance

Date: 2018-12-04
New Economics Papers: this item is included in nep-cse and nep-sbm
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:bg58y

DOI: 10.31219/osf.io/bg58y

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