Market-oriented Research Articles

The Influence of Digital Marketing, Marketing Innovation and Competitor Orientation on the Marketing Performance of Bamboo Crafts MSMEs in Yogyakarta

The Influence of Digital Marketing, Marketing Innovation and Competitor Orientation on the Marketing Performance of Bamboo Crafts MSMEs in Yogyakarta

USPOREDBA AKTIVNOSTI KOMERCIJALNIH I DRUŠTVENIH PODUZETNIKA NA FACEBOOKU

The main objective of this study is to examine the differences in Facebook usage practices between social and commercial entrepreneurs. The research is based on the official Facebook pages of six pairs of commercial and social enterprises during a period of two years, giving a total of 1046 posts for analysis. Findings reveal differences in the content and types of Facebook posts between commercial and social entrepreneurs. While commercial entrepreneurs have a clearly expressed market orientation, social enterprises strive to build the legitimacy of philanthropists and initiators of social change. There is no statistically significant difference in the number of reactions per post per follower between the two types of enterprises. However, followers' engagement is stronger among social entrepreneurs than commercial entrepreneurs. What all businesses lack is customer-generated content. Business owners could take the empirical findings into consideration when developing a strategy for managing their presence on social networks.

Study on the Adaptability of Specialty Construction of Chongqing Higher Education Institutions to the Development of "33618" Modern Manufacturing Cluster System

This paper takes the industrial development of 33618 modern manufacturing clusters in Chongqing Municipality as the actual background as the basis. The purpose of this paper is to study the adaptability of the construction of higher education institutions and the development of "33618" modern manufacturing cluster system, analyze the degree of match between the current higher education institutions' professional settings and the development needs of the manufacturing industry, and put forward corresponding optimization proposals. Through this research, we can more deeply understand the development status and future trends of the city's manufacturing industry, to further promote the high-quality development of the manufacturing industry to provide strong support. The study firstly elaborates the development overview of modern manufacturing industry in Chongqing, combines the development of 33618 modern manufacturing cluster system, and constructs the development model of professional construction applicable to the current economic background. Secondly, through questionnaire survey, interviews and policy text analysis, multi-source data including teachers, students, enterprises and relevant government document statements were collected to ensure the comprehensiveness and accuracy of the research results. The study found that: educational institutions with high technology acceptance are more capable of attracting and cultivating students with innovative spirit and practical ability; effective allocation of resources directly affects the quality of teaching and the enhancement of students' ability; the implementation of teaching reforms can significantly enhance the responsiveness of education and the level of market orientation; and the in-depth promotion of the integration of industry and education is conducive to the accumulation of students' practical experience and the enhancement of their employment competition. In summary, the construction of e-commerce in colleges and universities should comply with the general trend of digital transformation, innovative educational concepts and teaching models, and strengthen cooperation with the industry in order to better adapt to and lead the needs of future e-commerce development. The research results of this paper expand the theoretical vision of 33168 modern manufacturing cluster system development research, and provide experience exploration and practical guidance for the construction of modern manufacturing industry in Chongqing and even the whole country, the new requirements for university professional construction and talent training, collaborate with industry information technology, education, science and technology, human resources and other relevant departments to promote the innovation of manufacturing high-quality development of talent training system, and promote the integration of "industry chain, innovation chain, talent chain, capital chain" depth.

Entrepreneurial orientation and performance of SMMEs in selected municipalities of Limpopo province: the role market orientation and environmental dynamism

Entrepreneurial orientation and performance of SMMEs in selected municipalities of Limpopo province: the role market orientation and environmental dynamism

Do the Bulgarian Media Have a Social Marketing Orientation?

Abstract The paper examines the problem of building a media environment through a socially responsible management model. The specific nature of this part of the non-production sphere – media business organisations – provides an opportunity to present a study of a relatively new phenomenon: the role of socially responsible marketing in mass media. A study of the importance of socially responsible marketing according to the practice of regional media in Bulgaria is presented, including a continuum review, nonstandardised interviews, and a survey of media teams and users applied. Answers are sought to the questions of how socially engaged the media are and what the expectations of their users are. The study shows that the monitored media produces products that objectively and impartially reflect social issues of public importance. However, there is a significant discrepancy between assessment and self-assessment of their contribution to public life. From the interviews conducted with journalists, it is clear that the media self-assess exceptionally highly as responsible participants in public life. However, users give a "two" on the five-point scale for the social role of the media. The main conclusion is that the creation of a socially responsible and alternative media space through social marketing approaches is essential for the effective functioning of a sustainable and solidary society.

PERAN INOVASI PRODUK DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN

One of the SME industrial units that is currently developing and is in great demand by the public today is the coffee industry, along with the large consumption of coffee in Indonesia. North Kuta District is one area that has felt the impact of the development of the coffee shop business. The increasing number of coffee shop developments makes competition between similar businesses higher so that good and optimal marketing performance is needed in maintaining business. This study aims to explain the role of product innovation in mediating the effect of market orientation on marketing performance at coffee shops in North Kuta District. The number of samples in this study were 100 respondents with purposive sampling method. Data collection through the distribution of questionnaires (google form). Data analysis using path analysis techniques. The results showed that market orientation had a positive and significant effect on marketing performance, market orientation had a positive and significant effect on product innovation, product innovation had a positive and significant effect on marketing performance and product innovation could mediate the effect of market orientation on marketing performance

The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective

PurposeThis study aims to examine the underlying mechanisms through which entrepreneurial marketing (EM) promotes the development of a favorable brand image and enhances sales growth and market share in new ventures (NVs).Design/methodology/approachThe authors tested the theoretical model using a multi-informant design in which survey data were collected from NV entrepreneurs and marketing managers. Hypotheses were tested using linear regression and PROCESS analysis.FindingsThe authors demonstrate the significance of EM as comprising two NV capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance.Research limitations/implicationsThe authors offer a novel perspective by demonstrating that EO and MO yield complementarities in driving NVs’ BMCs, which, in turn, drive brand image development and market performance for NVs. In doing so, the authors demonstrate novel theoretical implications for the relevance of EM to NV branding, which, to date, has received scant attention in the literature.Practical implicationsThe authors identify a potential avenue for entrepreneurs and NV managers to mitigate the potential failure rates by simultaneously pursuing a higher level of EO and MO and investing in brand-building activities. Such efforts can help enhance brand image, drive sales growth and foster long-term success.Originality/valueTo the best of the authors’ knowledge, this study is the first to include brand capabilities as an element of EM, examine EM in NV brand image development and identify the role of EM capabilities relevant to NV brand building and market performance simultaneously.

Examining the Operational Efficiency and Socio-Economic Influence of Farmer Producer Organizations (Fpos) in Telangana's Agricultural Sector

The study investigates the effectiveness and impact of Farmer Producer Organisations (FPOs) in Telangana, focusing on socio-economic profiles, service effectiveness, and beneficiary attitudes. Three FPOs in Warangal, Hanumakonda, Yadadri Bhongir, and Kodangal were selected based on government certification. A sample size of 300 beneficiaries was interviewed, revealing characteristics such as education level, occupation, and income. Analysis shows moderate levels of extension agency contact, information utilization, and market orientation. Beneficiaries’ express satisfaction with enabled services, particularly market information dissemination. Notably, services like technology dissemination and procurement of inputs yield significant benefits, while areas like export and commodity exchanges lag. Overall effectiveness of FPO services is 80.02%. Impact assessment indicates medium to high levels of socioeconomic change post-FPO participation, including increased income, savings, and social benefits.

Analysis of the relationship between innovative leadership and market orientation on the sustainability of technopreneurship: the mediating role of external regulatory compliance: an empirical evidence in Indonesia

Analysis of the relationship between innovative leadership and market orientation on the sustainability of technopreneurship: the mediating role of external regulatory compliance: an empirical evidence in Indonesia

The Influence of Market Orientation with Product Innovation of Hydroponic Vegetables in Bogor City, West Java

The Influence of Market Orientation with Product Innovation of Hydroponic Vegetables in Bogor City, West Java

Understanding dynamic capabilities in emerging technology markets: antecedents, sequential nature, and impact on innovation performance in the extended reality industry

PurposeThe purpose of this study is to empirically investigate the role of dynamic capabilities, specifically the sequence of sensing, seizing, and transforming capabilities, in highly uncertain, emerging technology environments. Focusing on the extended reality industry, the study aims to understand the antecedents to these dynamic capabilities, their sequential nature, and their subsequent impact on innovation and company performance.Design/methodology/approachBased on a survey of 130 German companies in the extended reality sector, we built a structural equation model that explores the relationship between dynamic capabilities, their antecedents, and their effect on innovation and company performance.FindingsThe analysis suggests that sensing capabilities positively influence seizing and transforming capabilities, while seizing directly contributes to transforming. Transforming capabilities are linked to improved innovation performance, which in turn boosts company performance. Organizational ambidexterity, market orientation, and technology orientation are found to be crucial antecedents, accounting for 33.1% of the variance in sensing capabilities.Originality/valueThis research illuminates the interdependence of dynamic capabilities in highly uncertain business environments, such as emerging technology markets. It contributes original insights by elucidating the sequential nature of dynamic capabilities and identifying their vital antecedents. It also enlarges the understanding of how dynamic capabilities impact firms’ innovation performance.

Marine aquaculture spatial planning on market orientation for Pacific oyster in Shandong, China

Accessing the production value is essential to the selection of suitable sites for aquaculture farms. This study employed a Dynamic Energy Budget (DEB) model and used market-oriented indicators, including shell length, flesh weight, condition index and minimum farming duration, to analyze the suitability for Pacific oyster aquaculture in offshore Shandong, China. Chlorophyll a (Chl-a) concentration, Total Suspended Sediment (TSS) concentration, and Sea Surface Temperature (SST) were extracted by remote sensing and used as forcing variables in the bioenergetic model. Four market-oriented indicators and five zones in the study area were chosen to develop a Suitable Market-Aquaculture site-selection model (SMASM) and estimate the oyster farming suitability. The results demonstrated that Sanggou Bay exhibits high potential for Pacific oyster year-round aquaculture. Eastern Laizhou Bay is suitable for the autumn-spring fattening culture of adult oysters. Laoshan Bay and Changshan Islands are suitable for promoting rapid growth in juvenile oysters. The results of our model were consistent with the oyster production value in Shandong, showing an overall increasing trend except for the anomalous value observed in 2019. Sudden drops in water temperature, red tides, and significant increases in turbidity can exert detrimental effects on oyster production, which has been evidenced to be influenced by Super Typhoon Lekima in 2019. Although this study concentrated on a specific geographical region, the model could be applied to other regions to develop market-oriented suitability management for species and environments worldwide.

DEVELOPMENTAL PROBLEMS OF RURAL TOURİSM İN AZERBAİJAN

The article delves into an examination of the position and significance of agritourism within the contextual framework of regional development in Azerbaijan. A focal point is placed on elucidating its consequential influence across diverse sectors of the national economy. Agritourism, as a pivotal agent, not only fortifies occupational opportunities but also amplifies the requisites for goods and services, concurrently invigorating both domestic and international relationships, thereby augmenting the market orientation of various sectors. The strategic integration and invigoration of agritourism endeavors within rural domains manifestly engender a pronounced and multiplicative impact on the socio-economic fabric of regional landscapes. In the discourse surrounding the harnessing of agritourism potential, it is imperative to discerningly direct attention towards facets of socio-economic and ecological sustainability, alongside the imperative exigency of safeguarding natural heritage. The principal axes for evaluating the sustainability of agritourism development encompass budgetary considerations, socio-economic and ecological sustainability, as well as the impetus for nature conservation, concurrently entwined with infrastructural augmentation. The article meticulously scrutinizes the extant state and prospective trajectories of agritourism development, particularly in relation to its instrumental role in regional socio-economic amelioration. It undertakes a nuanced analysis of the determinants shaping the evolution of this genre of tourism, expounding upon the intricate environmental considerations attendant to agritourism. Significantly, it discerns the role and situates agritourism within the socio-economic developmental matrix of regional demarcations, proffering insights into avenues for accentuating its catalytic role. A discerning examination of the reciprocal dynamics between the cadence and characteristics of agricultural development and the trajectory of agritourism development is executed, with a particular emphasis on innovative paradigms, promotional imperatives, and related determinants. The narrative extends its purview to underscore the consequential role of agritourism in the realization of the multifunctionality intrinsic to rural agriculture. Concomitantly, it articulates strategic imperatives geared towards reinforcing the salubrious role of tourism, with a pronounced emphasis on agritourism, in the purview of sustainable and harmonized regional development.

Market Orientation And Product Innovation In Improving Competitive Advantage And Its Impact On Market Performance

Small and Medium Enterprises are one of the important parts that support the economy in Indonesia. This research was conducted to analyze market influencers. and PR innovations in increasing competitive advantage and its impact on market performance. The object of this research is Small and Medium Enterprises entrepreneurs in Cirebon Regency, Java, Barat, especially Small and Medium Enterprises that are still operating to this day. The population in this study is MSME owners or managers. Sampling in this study used responsve sampling of 100 people. Using a quantitative method with data analysis using SPSS 21. The results of this study show that the market orients Having a significant impact on competitive advantage in the performance of marketers and then from the results of PR innovation research also has a positive impact on competitive advantage in the performance of marketers and the results of the latest research. namely the advantage of direct competition in the market.

Ocean Literacy Competency in Vocational Education in the Perspective of Blue Curriculum: A Document Analysis

Blue Curriculum is a new paradigm in curriculum development that utilizes ocean potential as the main basis for learning. Education is considered an easy and effective way to address the negative impacts of human activities on the marine environment. All aspects of vocational education are equipped with knowledge and skills that support sustainable development goals (SDGs), especially to reduce the negative impacts caused by human activities on the environment through sustainable and environmentally friendly practices. Vocational education is closely related to the competencies that graduates must possess. To realize the blue curriculum in vocational education, knowing the ocean literacy competencies that vocational education graduates must possess is necessary. Content analysis of the two documents found that vocational education competencies under the themes of Critical Thinking, Hard Skills, Technology, Soft Skills, and Market Orientation are present in both marine literacy documents and can be integrated into vocational education. These competencies aim for vocational education graduates to have the ability to understand the role of the ocean, respond to ocean challenges with innovative ideas, and participate in sustainability solutions.

Qualitative Document Analysis of Vocational School Based Learning in a Blue Curicculum Perspective

Connectedness man with sea as source Power ecosystem main has become focus main study in several year final. Although sea provide a number of big service vital ecosystems, such as production oxygen, absorption carbon blue, and provides essential protein for man globally, however threat to sea the more increase. In facing the challenge this, concept Blue Curriculum or curriculum blue has appeared as global initiative for integrate education marine in education system. Integration between marine in Education has pushed globally via so called concept Blue Curriculum. Blue curriculum is draft new in development curriculum. Learning framework in study This goal - directed curriculum that contains about the necessary learning process done in activity learning by graduates education vocational. School vocational allegedly is strategic institution. For develop concept of Continuing Education Research purposes for develop framework vocational education learning in perspective blue curriculum. Analysis fills second document find that vocational education competencies with theme Think Critical, Hard Skills, Technology, Soft Skills and Market Orientation are available in second document literacy marine and can integrated to in Vocational Education. Finding This produce competencies aimed at making graduates education vocational own ability understand role sea, answered challenge sea with innovative ideas and participate to continuity through developed learning2 in the blue curriculum.

Exploring the green edge: the role of market orientation and knowledge management in achieving competitive advantage through creativity

This study examines the interconnectedness between Green Market Orientation (GMO) and Green Knowledge Management (GKM) in connection to Green Competitive Advantage (GCA) within Chinese green businesses. This research also focuses on the mediating influence of Green Creativity (GC). Drawing on the Knowledge-Based View (KBV), we examine how GMOs and GKM improve enterprises’ green creativity and subsequent green competitive advantage. Using a comprehensive survey of 325 environmentally conscious Chinese companies and an advanced PLS-SEM analysis, our findings offer several important insights. Our findings reveal that GMOs substantially affect both GC and GCA, highlighting their crucial role in fostering a company’s innovative green capabilities and competitive position. Concurrently, GKM positively affects GC and GCA, emphasizing the importance of effectively using and leveraging green knowledge within businesses. Furthermore, we observe the mediating role of GC in the relationships between GMO and GCA, as well as GKM and GCA. This finding underscores the need to promote GC to maximize the advantages of market orientation and knowledge management in attaining a green competitive advantage. These results not only add to the existing KBV theoretical framework, but they also have important implications for managers because they show how important it is to fully incorporate green practices into an organization’s strategy in order to gain a sustainable competitive advantage.

Do Marketing Strategy and Product Innovation Contribute to the Marketing Performance of Culinary Enterprises?

This study aims to examine the impact of marketing strategy and product innovation on marketing performance at Rumah Roti store in Makassar. The population consists of buyers on Jalan Toddopuli 10, with a sample of 31 buyers. Data collection methods include literature review, documentation, and questionnaires. The analysis methods used are validity tests, reliability tests, classical assumption tests, linear regression analysis, t-tests, F-tests, and the coefficient of determination (R2). The t-test results show that both marketing strategy and product innovation have a significant impact on marketing performance. The F-test results indicate that these variables simultaneously influence marketing performance. The coefficient of determination reveals that 94.8% of the variance in marketing performance is explained by marketing strategy and product innovation, with the remaining 5.2% attributed to other factors not included in this study, such as product quality and entrepreneurial orientation. The study concludes that market orientation and service quality are critical factors influencing marketing performance at Rumah Roti store. The recommendation is that the store owner should focus more on innovation, market orientation, and service quality to enhance customer attraction to the store.

Market Orientation and Firm Performance on Department Stores

Market Orientation and Firm Performance on Department Stores

LEVERAGING STRATEGIC ORIENTATIONS IN ACHIEVING A COMPETITIVE ADVANTAGE AMONG MSMES: A CROSS-COUNTRY MARKETING ANALYSIS

This study aims to understand the extent to which market orientation, learning orientation, and entrepreneurial orientation contribute to the marketing performance of micro, small, and medium enterprises (MSMEs) in Indonesia, Australia (Perth and Canberra), Egypt, and Saudi Arabia, and how competitive advantage mediates the relationships. This quantitative study examined a total of 450 Hands-on Business Community (HBC) members through a stratified random sampling method. The data was analyzed using structural equation modeling – partial least square (SEM-PLS). The results show that all market orientation, learning orientation, entrepreneurial orientation, and competitive advantage have a positive and significant impact on the marketing performance. In addition, the competitive advantage also significantly mediates the impact of these three orientations on the marketing performance. These findings suggest that the MSMEs in Indonesia, Australia (Perth and Canberra), Egypt and Saudi Arabia to invest in market research and employee development, as well as to foster an entrepreneurial mindset, in order to success in dynamic markets. Further, there should be policy measures to support these orientations.JEL: M12, M31, M54.Keywords: market orientation, learning orientation, entrepreneurial orientation, competitive advantage, marketing performance.