Techno-Resonance Innovation Capability And Reactive Innovation To Competitive Advantage : Business Strategy

Abstract

This research study discussion objectives to fulfill the research gap in the findings of inconsistent business strategy capabilities of SME players from reactive innovation, by incorporating the ability of marketing architecture to achieve competitive advantage and the ability of techno resonance innovation as factors that provide stimulus through reactive innovation on competitive strategies and contribute directly to competitive advantage, where working capital is included to moderate the direct relationship of creative innovation to competitive advantage , as well as techno resonance innovation capabilities on competing business strategies. Post-pandemic business optimization, not only the required venture capital but the importance of capturing the resonance of business opportunities and marketing design capabilities. Nine hypotheses were residential and tested in the framework of a sample of 156 SMEs in Central Java, Indonesia. The findings of this study contribute three contributions to conceptual techno-resonance innovation capabilities. First, techno-resonance innovation capabilities are proven to enhance reactive innovation and competitive business strategies, both working capitals strengthen competitive business strategies and provide a complementary advantage, the third reactive innovation has the potential to mediate techno resonance innovations on competitive business strategies and competitive advantages. But other marketing architecture capabilities need to be optimized, such as aggressive marketing dissemination and information design forms.