THE INFLUENCE OF MARKET ORIENTATION ON INNOVATION TYPE AND ENTERPRISE PERFORMANCE

Aris Tri Haryanto () and Tulus Horyono
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Aris Tri Haryanto: Sekolah Tinggi Ilmu Ekonomi AUB Surakarta, Central Java, Indonesia
Tulus Horyono: Faculty of Economics and Business, UNS, Surakarta, Central Java, Indonesia

Polish Journal of Management Studies, 2015, vol. 11, issue 1, 68-78

Abstract: : This research aims to investigate the influence of the orientation of market on the relationship between type of innovation and the company performance with furniture industry in the context of feast in Solo Raya, Central Java, Indonesia. The population is the owner or manager of furniture in micro scale, small and medium-sized enterprises (SMEs) in Solo Raya. Total of sample is 200 respondents. The analysis techniques using Structural Equation Modeling (SEM). The conclusions are proactive market effect on the orientation of different type of innovation in companies: organizational innovation, process of innovation, marketing innovation and product innovation. Responsive market orientation impact on organization innovation and marketing innovation, but not indicating the presence of the effect on process innovation and product innovation. Organizational innovation, the process of innovation, as well as product innovation of its effect on the achievement of the performance of innovative, while marketing innovation not indicating the presence of the effect on the performance of innovative. Responsive market orientation and proactive market orientation shows that there has been an influence upon the achievement of the performance of innovative.

Keywords: market orientation; innovation; performance of innovative (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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