Achieving Marketing Performance through Acculturative Product Advantages: The Case of Sarong Samarinda

Abstract

Manuscript type: Research paperResearch aims: This study aims to investigate the role of acculturativeproduct as an isolative mechanism for achieving the marketingperformance of small and medium enterprises (SMEs) in Indonesia.Specifically, it focusses on the Indonesian Sarong Samarinda industry.Design/Methodology/Approach: Data were collected from 207 individualentrepreneurs who are involved in Sarong Samarinda businessesin East Kalimantan, Indonesia. Structural equation modelling(SEM) using AMOS was utilised to analyse the data.Research findings: The results of this study show that the advantagesof the acculturative products influence the marketing performance.This study highlights the importance of innovativeness in securingthe potentials of the acculturative products for the SME industry inIndonesia. It is also observed that the acculturative product acts as themediator between innovativeness and marketing performance. Theoretical contribution/Originality: The empirical evidence ofthis study highlights the importance of acculturative products as anisolating mechanism which can help organisations to maintain andsustain their competitiveness.Practitioner/Policy implication: This study offers insights to entrepreneursand policy makers to better understand how the SarongSamarinda industry could be developed, which potentially wouldcontribute to the country’s economy.Research limitation/Implications: Since this study focusses onSamarinda city only, the generalisability of the findings may belimited. Therefore, future studies should incorporate a larger andmore diverse set of samples.