Introducing the religio-centric positional advantage to Indonesian small businesses

Hendar Hendar (), Ferdinand Augusti Tae and Nurhayati Tatiek
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Hendar Hendar: Universitas Diponegoro (UNDIP) and Sultan Agung Islamic University, Semarang, Indonesia
Ferdinand Augusti Tae: Universitas Diponegoro (UNDIP), Semarang, Indonesia
Nurhayati Tatiek: Sultan Agung Islamic University, Semarang, Indonesia

Management & Marketing, 2017, vol. 12, issue 1, 78-102

Abstract: With a focus on small religion-based businesses in Indonesia, this research examines whether marketing innovativeness, customers responsiveness and competitors′ responsiveness can improve marketing performance. A conceptual model on the correlation of these three variables with religio-centric positional advantage and marketing performance is examined by using structural equation model. For this purpose 335 small businesses of Islamic Fashion had been studied using purposive sampling from 11 regencies/cities in Central Java (Indonesia). The results showed that (1) small companies in these market segments based on religion is likely to have better marketing performance when they have the Religio-centric positional advantage, (2) The increase in marketing innovativeness, CuR and CoR is required to improve and maintain religio-centric positional advantage, and (3) religio-centric positional advantage is definitely a mediator in the correlation of marketing innovativeness, customer responsiveness and competitors responsiveness with marketing performance.

Keywords: marketing innovativeness; customer responsiveness; competitor responsiveness; religio-centric positional advantage; marketing performance (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:1:p:78-102:n:6

DOI: 10.1515/mmcks-2017-0006

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