A Case Study: How Does Green Market Orientation Impact MSMEs Marketing Performance Through Organizational Ambidexterity?

Abstract

Environmental issues are a serious concern in several countries including Indonesia. Sustainable national development still pays attention to environmental conservation efforts. One of the business entities that has an important role in national development is the Small Micro and Medium Enterprises (MSMEs) sector. This study seeks to understand how green market orientation impacts MSMEs’ marketing performance through organizational ambidexterity. The sample in this study were 117 MSMEs in the city of Semarang. The method used is outer model and inner model analysis with intervening variables using Smart PLS. From the statistical tests conducted, it was found that green market orientation (GMO) affects marketing performance directly and indirectly through organizational ambidexterity. This shows that if GMO is getting better, it can increase the level of marketing performance both directly and through intervening organizational ambidexterity.