Abstract
Linking adaptive capability, product innovation and marketing performance: Results from Indonesian SMEs
Highlights
In the growing of studies on marketing performance in small medium-sized enterprises (SMEs), numerous studies have revealed that the marketing performance of SMEs could be affected by the external environment in which they operate (Zahra, 1996)
Our findings show that product innovation had a significant effect on marketing performance and it fully mediated the relationship between adaptive capability and marketing performance
The study aimed to explore the relationship between adaptive capability and marketing performance in SME with product innovation as a mediating variable
Summary
In the growing of studies on marketing performance in small medium-sized enterprises (SMEs), numerous studies have revealed that the marketing performance of SMEs could be affected by the external environment in which they operate (Zahra, 1996). A good understanding of the environment will have an impact on the quality of innovation and marketing performance (Singh et al, 2017). Addressing this issue, in this case, adaptative capability plays an important role to improve marketing performance (Beal, 2000; Covin & Slevin, 1989; Keats & Hitts, 1998). A few studies have analyzed the relationship between adaptive capability and marketing performance in SME's perspective. It is important to investigate the extent to which the affiliation of adaptive capability and marketing perform in SMEs. Second, we propose product innovation as a mediating variable between adaptive capabilityand marketing performance. This study investigates the relationship between adaptive capability and marketing performance, as well as the mediating role of product innovation in this relationship
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