Business Sector Research Articles

ACCELERATING MARKET DYNAMICS: THE IMPACT OF GST ON STOCK PRICES AND PROFITABILITY OF LEADING AUTOMOBILE COMPANIES

In India, GST introduced in July 2017 was a major event for the Economy. It subsequently impacted all the business sectors and companies operating within the economy. In such cases, it is important to gauge the impact of this new taxation system to analyze the outcome. This research explores the effect of GST on the net profits and stock prices of Maruti Suzuki, Tata Motors, Mahindra & Mahindra, Honda, Ashok Leyland, Bajaj Auto, TVS Motors, Toyota, Hero Motor Corp, and Ford Motors. For this purpose, pre-GST and post-GST analysis was conducted through a paired t-test using SPSS for 2 variables i.e., net profits and stock prices. I have gathered data from the NSE and financial reports of the companies for a comparable period of 7 years before and 7 years after the GST implementation It was found that there is no significant effect on the net profits of the selected companies. The trends in stock prices of companies, except TVS Motors seemed to be unaffected due to the introduction of GST.

The potential of open innovation platforms: driving sustainable development goals through digital collaboration

ABSTRACT Open innovation is a pivotal driver of organisational growth. This concept involves engaging external partners and leveraging diverse knowledge sources, leading to significant advancements in sustainability. With the rise of digital platforms, the potential for open innovation to foster sustainable development has increased. However, the literature on the intersection of digitalisation, open innovation, and sustainability remains sparse and fragmented. This study aims to bridge this research gap by exploring how digital platforms facilitate open innovation practices and their impact on sustainability, particularly in alignment with the United Nations Sustainable Development Goals. By creating a comprehensive database from scientific literature published between 2019 and June 2024, this research compiles a wide range of applications, case studies, and proposed implementations of open innovation platforms. Exploratory analysis maps the landscape of these practices, focusing on their sectoral applications, technologies involved, and business impacts. Text mining techniques are employed to identify patterns and key elements within the dataset. This analysis reveals how open innovation platforms contribute to sustainability, highlighting areas where they are most effective and identifying gaps for future research. The findings offer theoretical and practical insights, providing a detailed understanding of the current state of open innovation in the digital age, and their implications for sustainable development. This study aims to inform practitioners and policymakers about leveraging digital platforms to enhance sustainability efforts.

Strategic Management Practices and Teaching Performance in Business Administration Institutions, Tanzania

Strategic management practices (SMPs) are very indispensable in a vastly competitive environment of the organizations. Such importance involves several studies on the influence of SMPs on organizational performance and not on individual employee performance. Furthermore, the given studies are done in purely business sector and not in education sector. The studies done in education sector was on research performance and not teaching performance. Therefore, this study assessed an influence of SMPs on teaching performance among academic staff in Business Administration Institutions (BAIs). It specifically determined the influence of innovation strategy, organizational structure, innovation culture and technological capability on teaching performance in BAIs. This study used quantitative approach through descriptive and explanatory survey designs. The data were collected using a questionnaire from 500 academic staff sampled using a multi-stage sampling technique. The data were analyzed using Descriptive Statistics and Multiple Linear Regressions. The findings reveal that, the SIM practices (innovation strategy, organizational structure, innovation culture) positively and significantly influence teaching performance of academic staff. On the other hand, the SIM practice (technological capability) did not statistically influence teaching performance. The management and other stakeholders should continue to advocate innovation strategy, organizational structure and innovation culture management while improving technological capability in BAIs.

Promoting Sustainable Household Engagement in Recycling via Blockchain-Based Loyalty Program

Recycling plays a crucial role in impacting national GDP and environmental sustainability. Given the complexities inherent in recycling processes, technology serves as a driving force for advancing and optimizing these practices. In the Kingdom of Saudi Arabia, substantial initiatives are underway to foster a green environment and promote a circular economy. However, at the time of writing this paper, existing regulations mandate recycling primarily for business sectors, with no corresponding requirements for household waste collection or segregation. As a result, a significant portion of recyclable waste remains unprocessed. This paper expands upon earlier studies carried out in Jeddah, analyzing the obstacles and variables impacting sustainable recycling solutions, along with the essential conditions to boost household involvement in recycling. This study explores the potential of blockchain technology to improve household engagement by developing a blockchain-based loyalty program. The proposed system leverages the decentralized, immutable, and transparent features of blockchain technology to reward individuals with tokens for the recycling waste they produce, thereby facilitating token tracking across the recycling value chain and enhancing transparency in the circular economy. This article delves into the technical architecture of the loyalty program, aligning its domain model elements with blockchain design heuristics and integrating it with a mobile application that aims to boost recycling engagement by applying social economy principles. This innovative approach promises to overcome the current regulatory and motivational barriers, as well as promote sustainable recycling habits at the household level.

Sustaining Economic Growth: E-Service Quality’s Role in Fostering Customer Loyalty in Nigeria SMEs

The aim of this study is to investigate the impact of e-service quality on customer loyalty with customer satisfaction as a mediator in the small and medium-sized business sector in Nigeria. The dimensions investigated in this study are reliability, web design, trust, empathy, convenience, and cultural inclusion. To the best of the researchers’ knowledge, there has not been any research done on this subject investigating the above dimensions among Nigerian SMEs across various cultural groups. Therefore, this study fills this gap by investigating the impact of culture, web design, trust, empathy, convenience, and reliability on SMEs. A questionnaire was used for the purpose of the study to collect primary data. Four hundred and ninety-two responses were obtained from the respondents, who were age 20 and above. The survey was carried out online across the four major poles of Nigeria (east, west, north, and south) because of their varying and distinct cultural background. The data collected were analyzed using SPSS 28, Smart PLS 4 and AMOS 29 for descriptive analysis and structural equation modeling to test the research model. The results showed that the service quality dimensions have a positive significant impact on customer satisfaction and also show that customer loyalty is positively impacted by customer satisfaction.

From exotic Orient to city with heritage: heritagisation in the tourism history of Hong Kong

ABSTRACT This article provides an historical analysis of the Hong Kong Tourist Association's (HKTA) marketing strategy, focusing on the post-World War II period. It explores how, from the 1980s, HKTA promoted heritage tours in an effort to extend tourist stays, changing perceptions of Hong Kong as a tourist destination in the process. Initially, Hong Kong relied heavily on its portrayal as an exotic Oriental site to appeal to Western tourists. From the 1950s to the 1970s, HKTA shifted its strategy, combining a broad Oriental appeal with more a specific emphasis on Chinese culture. Architecture, customs, handicrafts, and folk traditions were highlighted. This approach succeeded in enticing foreign tourists to experience ancient Chinese culture in a safe and comfortable environment during the Cold War. From the 1970s onwards, Hong Kong tourism undertook a growing emphasis on heritage preservation. During the 1980s and 1990s, the preservation of cultural heritage by HKTA, the Colonial Government, and the business sector contributed to Hong Kong's successful rebranding as an ideal tourist destination. The article argues that tourism development in post-war, pre-handover Hong Kong not only influenced the discourse and evolution of cultural heritage but also reciprocally influenced the heritagisation of Hong Kong.

AI in Business and Finance: A Micro-to-Macro Perspective on Its Impact

This comprehensive survey examines the transformative impact of machine learning (ML), deep learning (DL), and natural language processing (NLP) across diverse business and finance sectors. From micro-level operational efficiencies to macro-level strategic decision-making, we delve into the multifaceted applications of AI and its influence on traditional practices. Our analysis highlights the increasing prominence of ML in enhancing decision-making and achieving greater accuracy and efficiency. We also identify key challenges such as data quality, modelinterpretability, and linguistic information processing. By addressing these challenges, we can further unlock the potential of ML in revolutionizing business and finance. We conducted a systematic literature review using the PRISMA technique to identify relevant research published within the last five years. Our findings reveal the growing adoption of ML techniques in various business and finance applications, such as fraud detection, risk assessment, customer relationship management, and algorithmic trading. We identified relevant publications through comprehensive searches in leading academic databases, including Scopus, Web of Science, and Google Scholar. We also discuss the challenges associated with implementing ML models in these domains, including data quality issues, model interpretability, and ethical considerations. Byunderstanding the applications, challenges, and opportunities associated with AI, businesses, policymakers, researchers, and investors can make informed decisions and leverage AI to drive innovation and growth in the business and finance sectors.

Framework to enable and test conversational assistant for APIs and RPAs

AbstractIn the realm of business automation, conversational assistants are emerging as the primary method for making automation software accessible to users in various business sectors. Access to automation primarily occurs through application programming interface (APIs) and robotic process automation (RPAs). To effectively convert APIs and RPAs into chatbots on a larger scale, it is crucial to establish an automated process for generating data and training models that can recognize user intentions, identify questions for conversational slot filling, and provide recommendations for subsequent actions. In this paper, we present a technique for enhancing and generating natural language conversational artifacts from API specifications using large language models (LLMs). The goal is to utilize LLMs in the “build” phase to assist humans in creating skills for digital assistants. As a result, the system does not need to rely on LLMs during conversations with business users, leading to efficient deployment. Along with enabling digital assistants, our system employs LLMs as proxies to simulate human interaction and automatically evaluate the digital assistant's performance. Experimental results highlight the effectiveness of our proposed approach. Our system is deployed in the IBM Watson Orchestrate product for general availability.

Using Principles of Good Governance by Educational Institution Administrators under the Jurisdiction of the Chaiyaphum Provincial Learning Promotion Office

Background and Aims: Effective public and social management Also known as good governance, it is an important guideline for organizing society which consists of the public sector. Private business sector and the public sector. The goal is to strengthen and increase the country's immunity. This research aims to: 1. study and compare the level of opinions of personnel on the application of good governance principles in the management of educational institutions by administrators under the Chaiyaphum Provincial Learning Promotion Office. Classified by educational level Position and work experience. And 2. survey the guidelines for developing educational institution administration according to the principles of good governance of educational institution administrators under the Chaiyaphum Provincial Learning Promotion Office. Methodology: The research sample consisted of 229 educational institution personnel under the Chaiyaphum Provincial Learning Promotion Office, which were obtained from stratified sampling. The research instrument consisted of a questionnaire with a 5-level rating scale, with an IOC value in the range of 0.80 – 1.00 and a reliability value of 0.91. Structured interviews were also conducted to collect data. Statistics used in data analysis include frequency, percentage, mean, and standard deviation, T-test, F-test and pairwise difference test using the Scheffé method. Results: The research results are summarized as follows (1) Using the principles of good governance by educational institution administrators Under the jurisdiction of the Chaiyaphum Provincial Learning Promotion Office. It was found that the overall level was at a high level. Especially the information technology management aspect is also at a high level. (2) Comparative analysis of the use of good governance principles by educational institution administrators under the jurisdiction of the Chaiyaphum Provincial Learning Promotion Office Classified by education level and work experience found that there was no difference. But when classified according to position and duty It was found that there was a statistically significant difference at the 0.05 level. (3) Guidelines for using the principles of good governance by educational institution administrators under the jurisdiction of the Chaiyaphum Provincial Learning Promotion Office It was found that the executives had established management guidelines that were accepted by the personnel. Adhere to the principles of correctness and goodness. Administer educational institutions according to criteria that can be verified. Provide opportunities for personnel to participate in educational institution development planning. and focus on the benefits that students will receive. By managing limited resources to provide maximum benefit to students. Conclusion: The research findings show that educational institution administrators under the Chaiyaphum Provincial Learning Promotion Office use good governance principles at a high level, particularly in information technology management. When comparing education level and work experience, no differences were found; however, significant differences emerged based on position and duty. Key guidelines for promoting good governance include establishing accepted management practices, maintaining integrity and transparency, involving personnel in planning, and prioritizing resource management to maximize student benefits.

An Exploration of Entrepreneurs’ Socio-economic Situation and Its Impact on Micro and Small Businesses in South Andaman

This study aims to investigate the socio-economic conditions of entrepreneurs that influence the growth of micro and small enterprises (MSEs) in the South Andaman District. In this study, a scheduled questionnaire-based survey research design was used, and a sample of 344 small business owners was collected for analysis. The data were processed using SPSS, and chi-squared test was applied for statistical analysis. The study’s findings revealed that factors such as entrepreneurs’ business experience, income levels, the number of working employees and ownership of house property significantly impact the growth of enterprises in the island region. However, factors like business location and sector of enterprises were found to be statistically insignificant in determining MSEs’ growth in the island region. The study suggests that policymakers and local administrations should enhance support for micro, small and medium-sized enterprises in island regions by implementing policies such as island capital investment subsidies and island transport subsidies for MSEs. As a result, small businesses play a pivotal role by contributing to local employment, production and investment opportunities in the island region.

Improving community vitality: spiritually informed entrepreneurial actions

Purpose The purpose of this paper is to depict how entrepreneurs improve community vitality in the economic, social and environmental dimensions. The paper joins the conversation of business spirituality as the study participants were Sri Lankan Buddhist entrepreneurs from the emerging venture context (i.e. from enterprises which are less than 1–10 years old). The aim of the paper is to introduce spiritually informed entrepreneurial actions, thus contributing to a better understanding of entrepreneurial impact on communities. Design/methodology/approach The paper involves a qualitative, interpretivist research design. Data was collected by conducting 28 semi-structured interviews with 18 Sri Lankan Buddhist entrepreneurs. Research participants were selected from diverse business sectors. The research applied inductive thematic analysis for structuring and interpreting data. Findings For Sri Lankan Buddhist entrepreneurs, improving community vitality is an essential altruistic goal of their business agenda. During the operations of their ventures, this altruistic goal is translated into altruistic actions that improve the economic, social and environmental vitalities of communities. Research findings highlight that in the case of Sri Lankan Buddhist entrepreneurs, altruistic actions are informed by compassion, which is a fundamental value in the Buddhist religion. Drawing on the findings, an integrated model of community vitality, which describes the role of compassion and the mechanisms of entrepreneurial actions in a Buddhist setting was developed inductively. Originality/value Studying entrepreneurial actions to focus on the motivations behind improving community vitality is a new research topic. The paper provides valuable knowledge on business spirituality regarding the compassionate motivations of Buddhist entrepreneurs. The integrated model of community vitality, which describes the mechanisms of entrepreneurial actions to improve community vitality in a Buddhist setting could be an essential compass not only to entrepreneurs but also research scholars in the field of business spirituality.

Drivers of digital currency adoption and their configurational impact assessment in tourism and hospitality: loss aversion under prospect theory

ABSTRACT With accelerated digitalisation in all business sectors, digital currencies (DC) are increasingly popular. This study aimed to identify the effects of central bank digital currency (CBDC) innovation characteristics and perceived risks on CBDC adoption intention in the tourism and hospitality field. This study devised a research model incorporating research hypotheses addressing CBDC customers’ perceptions of CBDC's innovative technology and risks. To test the hypotheses, data were obtained from the USA, Korea, and China. CBDC's innovation characteristics and perceived risks affected the adoption of CBDC for transactions during travel. The results have academic and practical value because they aid understanding of customers’ reactions to the new transaction system and establish proactive marketing strategies such as promotional message development to reduce perceived risks in lieu of strengthening innovative characteristics.

Increasing Culinary Companies' Empowerment Through Human Capital, Social Capital, Generation Z, and Social Media as an Intervening

This article is related to empowerment influenced by human capital, social capital, and Generation Z through social media in start-up culinary companies in Madura. The research was conducted on new or existing business actors using internet-based technology or social media in Madura (Bangkalan, Sampang Pamekasan Sumenep), there were 241 respondents in total. Data were obtained using multiple regression correlated analysis, using AMOS. The results show that there is a significant influence that human capital, social capital, and and Generation Z have a significant effect on empowerment both directly and indirectly through social media intervening, especially in Madura, East Java. There is a change in business patterns from a manual or traditional system to a modern or contemporary business based on an online/internet system in Madura. This business pattern can be the same as what is happening in other regions nationally, where all business sectors are now changing with modern concepts so that they can increase income as part of the method to face global business competition. observation was made by involving business actors, especially Generation Z which has an impact on empowerment. Keywords: human capital, social capital, generation Z, social media, empowerment, culinary startup company

Relationship between human capital and entrepreneurship orientation from the intellectual capital perspective of innovative literacy

PurposeThis study measures the relationship between human capital and innovative literacy from the perspective of intellectual capital. For this purpose, the relationship between human capital and innovative literacy was first investigated to measure intellectual capital. Subsequently, the moderating effect of entrepreneurial orientation on the influence of innovative literacy on human capital was also analysed.Design/methodology/approachThis study analyses the relationship between innovative literacy, human capital and entrepreneurial orientation through structural equation modelling – the study sample comprised 457 participants in Türkiye.FindingsThe results suggest a positive relationship between human capital, a sub-component of intellectual capital and innovative literacy. Innovative literacy can influence intellectual capital and increase value. Our finding further confirms that entrepreneurial orientation has no moderating effect on the same relationship.Research limitations/implicationsDespite the observed correlation between IL and HC growth, this study had some limitations. First, the generalisability of the findings is limited because the sample was selected from individuals with a high level of education in Türkiye. Despite these limitations, this study has important theoretical and practical implications for developing countries. Türkiye is a developing country, and the selected sample is the most critical database in the country for an Innovative Literacy Scale. However, future research could focus on whether there is a potential source of bias and collect and compare data from heterogeneous workers. In addition, research on existing research frameworks in other countries may consider varying levels of education and business sectors. This research aims to be a pioneering initiative towards the advancement of IL. The question of whether IL should be considered equivalent to or a subset of HC, which has been previously proposed as a dimension of IC, can be clarified through a thorough examination of what IL means.Practical implicationsIn a theoretical framework, transforming human capital into value through innovations derived from innovative literacy activities will significantly increase the company's intellectual capital. Organizations in which innovative literacy play an important role achieve organizational goals, strengthen commitment and contribute to sustainability through the emergence of new potential innovative individuals. This research also contributes significantly to the existing literature. Initially regarding theoretical implications, this study examines the concept of innovative literacy in the existing literature on intellectual capital, human capital and entrepreneurial orientation. Additionally, this study offers a new perspective on intellectual capital.Social implicationsThe findings of this research also provide managerial outcomes. Initially, the assessment of concepts, research and development capabilities and efficient knowledge management are indicators of innovative literacy proficiency at the individual level. Human capital is a subcomponent of intellectual capital and refers to knowledge, skills and experience. Innovative and literate team members should be developed in order to strengthen the intellectual capital structure of an organization.Originality/valueThis study contributes to understanding innovative literacy from an intellectual capital perspective using the Innovative Literacy Scale to reveal important dimensions that influence innovative literacy. Using a measurement tool with new sub-dimensions not included in the extant literature on intellectual capital is unique. This study suggests that scholars should include innovative literacy – a distinct subset of intellectual capital – in their body of knowledge on human capital. Our findings have the potential to help meet the needs of human resource departments, researchers, educational institutions, public institutions and enterprises.

Feasibility of an environmental scan-based approach to collecting information about factors impacting cancer genetics services in Latin American countries.

Clinical cancer genetics services are expanding globally, but national policy and health care systems influence availability and implementation. Understanding the environmental factors within a country is required to appropriately implement, adapt, and evaluate cancer genetics service delivery models. An environmental scan (ES) is an approach used in business, public health, health care and other sectors to collect information about an environment or system for strategic decision making and program planning. An ES has been previously used to assess cancer genetics clinic-level factors to inform quality improvement efforts in the United States. We assessed the feasibility of using an ES to collect information about factors that may influence cancer genetics service delivery in the outer-most socio-ecological model environmental levels (policy, national agencies, healthcare systems, cultural considerations) in three Latin American countries. Oncology and Genetics care team members at three participating sites used publicly available sources and personal experiences to complete a data collection form (DCF) that included questions about subtopics: laws and policies, relevant agencies and regulations, health care systems and insurance, and cultural considerations. Time to complete the DCF and DCF completeness were used to measure ES feasibility. Participating sites completed the DCF in 3 months, and most questions (average, 87.0%) were answered. Questions in the cultural considerations subtopic had the fewest answers (average, 77.8%). Overall, the ES was feasible and identified a lack of published literature related to cultural considerations impacting health care and genetics services uptake in Latin America. Environmental factors impact cancer genetics services, and identification of these factors will facilitate future collaborative research and genetics service delivery dissemination efforts.

Causal Hierarchy in the Financial Market Network-Uncovered by the Helmholtz-Hodge-Kodaira Decomposition.

Granger causality can uncover the cause-and-effect relationships in financial networks. However, such networks can be convoluted and difficult to interpret, but the Helmholtz-Hodge-Kodaira decomposition can split them into rotational and gradient components which reveal the hierarchy of the Granger causality flow. Using Kenneth French's business sector return time series, it is revealed that during the COVID crisis, precious metals and pharmaceutical products were causal drivers of the financial network. Moreover, the estimated Granger causality network shows a high connectivity during the crisis, which means that the research presented here can be especially useful for understanding crises in the market better by revealing the dominant drivers of crisis dynamics.

Flexibility and Adaptation of Contract Law

This study aims to explore the differences in the flexibility and adaptation of contract law in Indonesia which adheres to the civil law system and Singapore which is based on common law, as well as its implications for modern business. Contract law in Indonesia is still heavily dependent on the Civil Code (KUHPerdata), which dates back to the colonial era and has not undergone significant updates. This has led to stiffness in the implementation of contracts, especially in fast-growing business sectors such as digital technology. In contrast, Singapore has adopted a common law system, which is more flexible and able to adapt to changes in the economy and international business dynamics through the use of precedents. In a business context, flexibility and legal adaptation are essential because contracts often have to adapt to new emerging needs, including changes in technology, regulations, and market conditions. This study uses a normative juridical approach with a comparative method, examining laws, court decisions, and related academic literature. The case study of business contracts between Indonesian and Singaporean companies in the technology sector is also used as a study material to provide a practical view of the effectiveness of each country's legal system in facing contemporary business challenges. The results show that Singapore excels in contract flexibility due to the use of precedents that allow for legal adjustments without the need for formal legislative changes. On the other hand, contract law in Indonesia is often unable to keep up with rapid developments due to rigid and outdated regulatory limitations. This difference has an impact on the speed and efficiency of contract dispute resolution in both countries, with Singapore being able to resolve disputes more quickly through a more responsive system. This study concludes that to increase competitiveness in the global economy, Indonesia needs to reform the Civil Code to be more flexible and adaptive like the one implemented in Singapore. These recommendations are important to ensure that Indonesia can create a more competitive business environment and support innovation, especially in the ever-evolving digital era.

Age Management Practices and Benefits in Organisation: An Evaluation of the Effect of Economic Sector, Organisation Size, and Family Business Status

Abstract Background The ageing of the population impacts all areas and is also a challenge for human resources management. To solve this issue, age management practices are used in organisations. To get the best potential out of everyone, this concept should not only involve older employees but should be focused on all of them. Choosing the right practice to get the desired results is a task for managers. Objectives The paper aims to determine whether the sector of the economy, the size of the organisation, or the family business status plays a role in determining age management practices and observed benefits. Methods/Approach Using a questionnaire survey, the most commonly used practices and the observed benefits were identified. Using the chi-square test, differences in chosen categories were confirmed. Results It can be stated that choosing age management practices is influenced by the economic sector, and the size of the organisation influences observed benefits. Conclusions The results can guide organisations on which practices to choose and what benefits to expect from implementing age management practices.

Determinants of Tax Regulations Referring to ESG Principles on Company Performance in Indonesia

Purpose: This study examines ESG integration in Indonesia's tax regulations and their impact on financial performance, focusing on green investments.Method: This study uses a qualitative case study method to analyze ESG integration in Indonesia's tax regulations, focusing on policies, carbon tax effectiveness, and emissions disclosure. The research is based on corporate legitimacy and institutional theories to explore the relationship between tax regulations and sustainable practices.Findings: The study's findings reveal significant growth in green investments in Indonesia, largely driven by supportive ESG-oriented tax policies. Despite this progress, challenges such as limited corporate awareness and data availability remain barriers to fully realizing the potential of these policies. The analysis also highlights the importance of these regulations in fostering sustainable business practices, particularly in industries like palm oil that are crucial for addressing climate change.Novelty: This research uniquely examines the impact of ESG-focused tax regulations on green investments and sustainable practices in Indonesia, using corporate legitimacy and institutional theories. It fills a literature gap by exploring how tax regulations drive ESG integration in the business sector of a developing country.Implications: The study has important implications for policymakers, businesses, and stakeholders in Indonesia and similar economies. It shows that ESG-focused tax policies positively impact green investments, suggesting that refining and implementing these policies could strengthen sustainable business practices and support environmental goals. The study also emphasizes the need for greater corporate awareness and better data collection to address challenges and ensure effective ESG integration in the corporate sector.

The Influence Of Market Orientation And Product Innovation On Marketing Performance Through Competitive Advantage In Tiktok Shop Content Creators

Good marketing means sales will increase. The aim of this research is to find out whether market orientation and product innovation influence marketing performance, and to find out whether competitive advantage is able to mediate market orientation and product innovation on marketing performance.The population in this study are TikTok shop content creators who are members of official groups. The total sample was 115 respondents using accidental sampling technique. Data collection techniques use questionnaire and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program.The research results show that market orientation variables and product innovation have an influence on marketing performance, then competitive advantage also has a positive and significant influence on marketing performance. The results of the indirect influence test also show that competitive advantage is able to mediate the relationship between market orientation and product innovation on marketing performance.Implementation of market orientation strategies and product innovation influence the marketing performance of TikTok Shop content creators. Competitive advantage also influences marketing performance and can mediate the relationship between market orientation and product innovation on the marketing performance of TikTok shop content creators. Suggestions for TikTok Shop content creators to implement market orientation strategies and product innovation that are appropriate to the business sector they are undertaking so that they will increase their competitive advantage which will improve marketing performance