The Role of Multi-Actor Engagement

Sumitro Sarkum,Supriadi Supriadi,Abd. Rasyid Syamsuri

doi:10.3390/joitmc6040176

Abstract

This study aims to meet the theoretical needs in answering the problem of the role of the marketing function on the dynamic capability that involves the role of multi actors through engagement. In particular, the study discusses the capabilities of SMEs’ business strategy in the offline to online market. The population of this research are owners, managers, and owners and managers of SMEs in Indonesia. The results of this study indicate that the integration of the supply chain into engagement can address the problem of the role of the marketing function that connects marketing and operations. Supply chain engagement is also able to moderate employee engagement to dynamic marketing engagement but not significantly moderate customer engagement. Meanwhile, the basis of integration as a dynamic capability in market knowledge has a significant effect on the multi-actor engagement consisting of customer engagement, employee engagement, and supply chain engagement. Summary statement of contribution: Our research builds on the three elements of multi-actor engagement that are significant against dynamic marketing engagement. The main finding of this research is that the concept of novelty can answer the proposition with the result that dynamic marketing engagement can improve business performance.

Highlights

Knowledge is the key marketing strategy for micro, small, and medium enterprises to enter, understand, utilize, and reach the place in the hearts of customers
The testing of the role of supply chain constraints as mediators bridging the variables of customer engagement and employee engagement to dynamic marketing attachments is essential to provide answers to significant gaps in marketing function roles [8]
The Sobel test calculation results show that the role of the supply chain variable has less role to play between the customer engagement variable and dynamic marketing engagement, where the value

Summary

Introduction

Knowledge is the key marketing strategy for micro, small, and medium enterprises to enter, understand, utilize, and reach the place in the hearts of customers. The basis of the existence of a product that the customer may demand is derived from the application and management of knowledge in the planning arrangements related to the circulation of raw materials and finished materials, processes and production, distribution services, and the transparency of liabilities and business assets. Market knowledge management capability is the competence and modern business asset that SMEs must have in maintaining competitiveness [2]. Market knowledge is a source of competitive advantage and a concept that can be measured for its influence on company performance [3,4]. To implement and develop these goals requires a reputation in designing the market knowledge system [5]. The study of Hou and Chien [2]

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Results

Discussion

Conclusion