Technology Adoption as an Innovation in Entrepreneurial Marketing Dimension Allowing to Improve Micro and Small Businesses’ Performance

Kukuh Lukiyanto and Maranatha Wijayaningtyas

European Research Studies Journal, 2020, vol. XXIII, issue 1, 552-564

Abstract: Purpose: The study was aimed at determining the technology adoption serving as an entrepreneurial marketing implementation in the business performance of micro and small businesses in Indonesia. Existing research focuses on medium and large-scale companies, while technology adoption as an entrepreneurial marketing implementation has never been applied to micro and small businesses. Approach/Methodology/Design: At the initial stage, this research employed a qualitative research method with a phenomenological research approach in which samples were obtained from several regions in Indonesia. This study used primary data collected from the results of in-depth interviews, questionnaires and literature studies. Findings: The findings challenge the innovation dimension; it is one of the dimensions in entrepreneurial marketing that can improve micro and small businesses’ performance. Practical Implications: Technology in the form of new production facilities and the use of information technology can support the creation of new products leading to the improvement of business performance. Originality/Value: The study are beneficial for the government or other parties in micro and small business empowerment programs in promoting their courage to invest enabling them to improve their business performance and have stronger competitiveness.

Keywords: Entrepreneurial marketing; technology adoption; business performance; small and micro businesses. (search for similar items in EconPapers)
JEL-codes: A10 D24 E22 G51 R23 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxiii:y:2020:i:1:p:552-564

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