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.JEL Classifications: L26, M31, L14, L25DOI: https://doi.org/10.32479/irmm.9670
Highlights
In Four C Diamond concept stated by Kertajaya (2006), the four important elements in business such as Company, Customer, Competitor and Change driver are the main actor which affecting market dynamics
Measurement of Variables This research implicates four variables which consist of entrepreneurial orientation, differentiation strategy, network capabilities, and marketing performance
Measurement of entrepreneurial orientation elaborated from Jogaratnam (2017) which is we always try our best to take advantage of market opportunities, we always trying to anticipate industry trend caused by market changes, dare taking risk to initiative for better result, always commitment to take advantage of new technologies in competition, usually we become the first that introducing a new innovation in our market field
Summary
In Four C Diamond concept stated by Kertajaya (2006), the four important elements in business such as Company, Customer, Competitor and Change driver are the main actor which affecting market dynamics. The harmonic relationship between company and customer is not always calm and without turmoil. Competitor (value supplier) with every offers, always make serious effort to looks interesting and steal the customers from company. This condition increasingly clouded by Change Driver which act as value migrator affecting company, customer, and competitor by shifting the business landscape from calm to flaring up condition caused by uncertainty in change of technology, economic, politic and law, socio-cultural, taste, market, and others
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