Entrepreneurial Orientation for Enhancement of Marketing Performance

Lie Heng and Nur Afifah
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Lie Heng: Department of Management, Tanjungpura University and Widya Dharma University, Indonesia.
Nur Afifah: Department of Management, Tanjungpura University and Widya Dharma University, Indonesia.

International Review of Management and Marketing, 2020, vol. 10, issue 3, 46-53

Abstract: The purpose of this research is to fill a research gap in entrepreneurial orientation and marketing performance by using differentiation strategy and network capabilities. The research conducted by involving 135 creative SME categorized in handcraft, fashion, and printing and design in Pontianak, West Borneo, Indonesia. Five hypotheses are being developed and tested. For data analysis this research using statistic software called SEM AMOS 24. The findings of the research, it emphasizes the importance of supported differentiation strategy by entrepreneurial orientation in improving marketing performance. Furthermore, it confirms that network capabilities are a predictor of marketing performance.

Keywords: Entrepreneurial orientation; differentiation strategy; Network capability; Marketing performance; Indonesia. (search for similar items in EconPapers)
JEL-codes: L14 L25 L26 M31 (search for similar items in EconPapers)
Date: 2020
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