Market Competence Research Articles

Development Online Training Media to Improve the Digital Marketing Competence of MSME Medan

The development of online media training for digital marketing training for small and medium enterprises (SMEs) in Medan aims to increase understanding and skills in digital marketing strategies to improve competitiveness and business sustainability in the digital era. The advantages of online media training include ease of access, cost efficiency, and scalability that allows reaching more participants simultaneously. The implementation of online media training is expected to increase participants' knowledge and skills, improve the quality of SME products and services, and increase the effectiveness of digital marketing. The research findings show that online media training provides benefits in improving the competitiveness and business growth of SMEs in Medan. Recommendations include wider promotion, periodic evaluation, development of relevant content, and expert involvement to continue to enhance the positive contribution of online media training in improving SMEs' competencies in digital marketing.

The social savvy entrepreneur: Lean start-up branding and social media for MSMEs

Micro, Small, and Medium Enterprises (MSMEs) are integral to Indonesia's economy, facing diverse challenges during the pandemic. This paper addresses the hurdles encountered by MSMEs, emphasizing the imperative of bolstering their branding and digital marketing competencies for enduring resilience. Despite their significance, many MSMEs, notably those in rural regions like Karangrejek Village, lack the requisite skills and resources for effective digital platform utilization, necessitating comprehensive support initiatives. Pandemic-induced issues encompass capital constraints and product marketing dilemmas, particularly evident among Karangrejek Village MSMEs. Post-pandemic recovery demands intensified aid to facilitate comprehensive revival, crucial for fostering local economic potential and community welfare enhancement. To address these challenges, a sustainable community service initiative will be launched, focusing on augmenting MSMEs' branding and digital marketing capacities. The program aims to stimulate optimal economic growth, especially in the post-Covid-19 era. It encompasses training sessions on leveraging digital media for product branding, expanding market reach through product marketing strategies, mentorship in product packaging design, and harnessing social media platforms. Through this initiative, MSMEs can fortify their resilience and contribute significantly to the community's economic prosperity.

The Impact of Digital Marketing and Entrepreneurial Capabilities on Marketing Performance

The objective of this study is to assess the impact of digital marketing and entrepreneurial competence on the marketing performance of micro, small, and medium enterprises (MSMEs) in the Sumbawa district. An investigation was carried out involving 180 owners of Micro, Small, and Medium Enterprises (MSMEs), and the collected data was evaluated using Structural Equation Modeling-Partial Least Square (SEM-PLS). The research findings indicate that both digital marketing competency and entrepreneurial competency have a notable and beneficial impact on marketing performance. Additionally, it is observed that digital marketing competency specifically has a favorable and considerable influence on marketing performance. According to the findings of this study, it is crucial for MSMEs in Sumbawa Regency to give priority to enhancing their digital marketing and entrepreneurial abilities in order to enhance their marketing effectiveness. This research has significant ramifications for owners of micro, small, and medium enterprises (MSMEs), policymakers, and researchers, highlighting the necessity for additional investigation into this subject matter.

Організаційно-економічний механізм функціонування компетентної організації

In the article, methodological aspects of forming the organizational and economic mechanism for the functioning of a competent organization are examined. The concepts of «organizational and economic mechanism», «competent organization» and «organizational and economic mechanism for the functioning of a competent organization» are defined. An author’s definition of a competent organization is proposed as an organization that possesses the necessary knowledge, skills, and resources to achieve its goals, effectively utilizes its assets to create value for stakeholders (customers, employees, shareholders, society) through the implementation of innovations, while maintaining its competitive positions under the influence of external and internal environmental factors. The main characteristics of a competent organization are highlighted (presence of a clear strategy, strong leadership, effective processes, competent employees, high level of organizational culture, result orientation). A conceptual scheme of the organizational and economic mechanism for the functioning of a competent organization is proposed, which includes the following elements: object, subject, goal, tasks, principles (general management principles, general principles of organization functioning, specific principles of competent organization functioning), support subsystems, functions, means of management influence (approaches, methods, levers, tools), three basic components (organizational, economic, competency-based). Specific principles of the functioning of a competent organization are defined. The essence and features of the competency-based approach in organizational management are considered. The competency-based approach is an effective tool for improving organizational management efficiency and developing its personnel, ensuring quick adaptation to changes in the external and internal environment. Digital management tools are systematized, the use of which will allow the organization to improve operational efficiency, adapt more quickly to the impact of external and internal factors, and ensure market competence. Keywords: competent organization, competence, organization development, organization management, organizational and economic mechanism, functioning of a competent organization, management principles, competency-based approach, digital tools.

창업의도를 넘어 사업화로 가는길

This study investigates the challenges hindering student entrepreneurs from commercializing their ventures despite having entrepreneurial intentions, and it explores the role of marketing capabilities in overcoming these obstacles. We observed 145 students at University A, which offers a semester-long intensive entrepreneurship course, across three instances to examine their entrepreneurial intentions, marketing competencies, and the journey to business startup post-course. The findings reveal that strong entrepreneurial intentions do not directly lead to business commercialization through business registration. Instead, there is a significant positive correlation between entrepreneurial intentions and marketing capabilities related to understanding markets and customers. Moreover, both general and specialized marketing competencies play a crucial mediating role in bridging entrepreneurial intentions and he actual commercialization of businesses. This research highlights the gap between the intention to start a business and actual startup activities among student entrepreneurs, underscoring the need for educational content and methodologies that bolster marketing skills in university entrepreneurship programs. The study suggests that while it is vital to enhance customer-oriented skills based on fundamental marketing principles, developing specialized abilities to analyze markets and competitors and leveraging these insights in the entrepreneurial process is equally important. The implications of this study point towards the integration of practice-oriented marketing projects and curricula that go beyond basic customer analysis, offering a comprehensive approach to entrepreneurship education.

Improving the competences of public servants regarding the management of local development on the basis of process management

The article substantiates directions for improving the competencies of public officials in managing local development on the basis of process management. It is noted that improving the competences of public officials in managing local development on the basis of process management is an urgent need today. The need to systematize public officials ideas about the essential features and features of process management is proven, namely: basic types of activities in process management; models and measurements of process maturity; process efficiency index calculations; process management success factors; optimization of processes (rules and principles of reengineering).
 For effective management of local development on the basis of process management, the development of professional competencies of public servants should be carried out through the formation of a holistic vision of the desired state of the municipal entity as a system with detailed outcomes. This will require skills and abilities to align strategic processes with a holistic vision, digitize processes, and further optimize them. Key in this context are the marketing competence of public officials and their mastery of techniques for activating behavioral insights, including community members.

Community education as a lifelong learning to support sustainable tourism

A community-based tourism (CBT) approach has become an integral part of rural and sustainable tourism development strategies. However, CBT has some constraints on being sustainable due to some internal weaknesses and external concerns, including poor marketing competencies. As a top-down government initiative, Malaysian CBT homestay is blessed with numerous assistance to ensure its survival which in the other hand, creates over-reliance toward other parties. This lack of marketing expertise challenges homestay sustainability. This study examines the importance of community education in marketing activities as a lifelong learning towards sustainable tourism in Malaysia. Qualitative case study is employed to gain an extensive and in-depth explanation on homestay’s marketing implementation and its issues. A semi-structured interview was taken to 9 homestay operators. This study employs a thematic data analysis to investigate the interview results. Research findings show that in majority, the community enjoys the comfort zone provided by government and travel agents, hence encourage the resistance for change. However, a few homestay demonstrates positive respond to involve lifelong learning through community education to support sustainable tourism. More importantly, partnership between various key stakeholders are the utmost important to ensure policy planning and to improve community education quality.

The EU policy on disinformation: aims and legal basis

ABSTRACT Regulating disinformation has presented a complicated task to European legislators. The legal instruments that played a part in the fight against disinformation, such as the DSA, the DMA, EMFA and the AI Act are all based on the internal market competence. Some instruments are criticised for their strong take on goals that are not directly related for the economic integration, like the freedom and pluralism of the media (EMFA), or the protection of human rights (DSA, AI Act). Even though the European Union is primarily an economic integration, disinformation was seen as threatening the political stability of the Union: democracy, the rule of law and human rights. Is there a connection with economic integration and these values?

Agile marketing competency and innovation capability mediating on new product management for industrial business development guidelines

Agile marketing competency and innovation capability mediating on new product management for industrial business development guidelines

Towards a pan-EU Freedom of Information Act? Harmonizing Access to Information in the EU through the internal market competence

Towards a pan-EU Freedom of Information Act? Harmonizing Access to Information in the EU through the internal market competence

Retail Marketing Competencies in an Omnichannel World: A Post-Pandemic Shopping Revolution

The pandemic has significantly impacted Metro Manila's local businesses in the Philippines. A series of lockdowns and government-imposed restrictions incapacitated the micro, small, and medium enterprises (MSMEs) because no customers could shop physically. Consequently, traditional or legacy brands shifted online alongside web-born companies or digital native vertical brands (DNBV). There has been a surge in internet marketing activity, especially on social media. In the post-pandemic era, online and offline activities underwent a metamorphosis beyond brand engagement. This study examined the elements that led to the redirection of MSMEs' marketing competencies, omnichannel strategies, and brand engagement using Kahn's success matrix via survey research. One hundred two (102) retailers from different MSMEs in Metro Manila participated in the survey, which consisted of sixteen cities and a municipality. Multivariate analysis, path analysis, and t-tests were used to analyze the results. The shopping revolution goes beyond shifting from physical stores to online as customers increasingly demand seamless integration across all channels. Therefore, marketing capabilities must align with firms' omnichannel initiatives to reimagine engagement and maximize opportunities in the new normal. Since the study was limited to Metro Manila, findings may not apply elsewhere. Indeed, businesses frequently face crises, whether a natural disaster, an economic slump, or a health issue. However, the COVID-19 pandemic accelerated specific processes, making it difficult for MSMEs to recover and regain pace as they cannot stay purely online or offline. The study's findings had essential implications for MSME operations in Metro Manila as local businesses attempt to bounce back and regain momentum in the post-pandemic phase.

Digital Marketing Competency Analysis On MSME Sales Of Indigenous Papuans In Southwest Papua

The utilization of digital marketing platforms represents a crucial potential for the growth of Micro, Small, and Medium Enterprises (MSMEs) in facing an increasingly competitive market. Digital marketing entails marketing or promoting a brand or product through the digital or internet sphere. The extensive user base on the internet presents an opportunity to boost sales. However, many challenges confront business practitioners in adapting to technology, such as managing social media. These challenges are encountered by numerous Indigenous Papuan MSMEs in Southwest Papua, primarily due to limited competency in leveraging digital marketing to enhance sales. The research aims to identify the extent to which digital marketing competency influences the sales performance of Indigenous Papuan MSMEs in Southwest Papua. The findings indicate that MSMEs among the Indigenous Papuans in Southwest Papua have yet to achieve a significant level of digital marketing competency. Insufficient understanding and implementation of digital marketing strategies, such as SEO utilization, content analysis, and strong presence in social media, remain primary challenges. This underscores the necessity for further development efforts and education to strengthen digital marketing competency among Indigenous Papuan MSMEs, aiming to maximize their business potential. Furthermore, the relationship between competency and sales reveals suboptimality; a clear correlation exists between the level of digital marketing competency and the sales of Indigenous Papuan MSMEs in the Southwest Province of West Papua. Enhanced implementation of digital marketing strategies can positively influence the sales of these MSMEs, emphasizing the importance of enhancing digital marketing competency as a critical factor in supporting the growth and success of sales among Indigenous Papuan MSMEs in Southwest Papua.

Peningkatan Kompetensi Digital Marketing UKM Melalui Pelatihan Video Promosi Untuk Komunitas UKM Kelurahan Pandean Lamper Kota Semarang

This research highlights significant changes in consumption patterns and digitalization that pose challenges for businesses that are unable to adapt to these changes. Data shows that the majority of SMEs in Indonesia have not yet entered the digital ecosystem, one of which is business actors who are members of the Pandean Lamper Village SME Community. Therefore, promotional video training using the CapCut application is a strategic solution. This application is popular, free, and has complete features. Against this background, the research explores how to improve the digital marketing competence of SMEs through promotional video training. Aims to provide knowledge and skills to SMEs in digital marketing, so that they can utilize social media and video to promote their products. The benefits include increasing sales turnover for SMEs and contributing to academic development at Semarang University. This activity was attended by 28 people, with an age range of 25 – 60 years, the majority of whom are business people in the culinary sector. From the results of these activities, participants felt the benefits and were willing to persist in participating in the training activities until completion.

Empowering Female Entrepreneurs of 'Aisyiyah Bandung with Digital Marketing Literacy

The Project on Digital Marketing Training and Assistance for Female Entrepreneurs of 'Aisyiyah in Bandung City has proven to be a transformative initiative. It effectively enhanced the digital marketing strategies of MSMEs entrepreneurs, enabling them to conduct promotions and advertising through social media with efficiency and effectiveness. The program garnered participation from 20 dedicated individuals, all facing challenges in digital promotion. The active involvement, enthusiastic participation, and lively discussions throughout the training and focused group discussion (FGD) sessions demonstrated the commitment of these MSMEs entrepreneurs, particularly those affiliated with 'Aisyiyah. The outcomes and insights gained from the program have provided tangible solutions for the practical implementation of digitalization in their marketing endeavors. To further refine and extend the reach of such activities, future collaboration with external partners is essential. Such collaboration would facilitate the provision of digital literacy support to MSME entrepreneurs, especially in the marketing domain, ultimately boosting their sales revenue. In conclusion, this project program has impacted the digital marketing competencies of 'Aisyiyah Bandung's female MSMEs entrepreneurs. Effective training and support have equipped them to harness the potential of digital platforms for business growth.

Utilization of Digital Marketing to Increase the Competitive Advantage of MSMEs in Sentul Village, Babakan Madang District, Bogor Regency

Digital transformation impacts all aspects, including online marketing. Students in a community service initiative have identified economic challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in Sentul Village, Bogor Regency, related to their limited understanding of digital marketing. To address this, the students propose a program that focuses on enhancing the MSMEs' digital marketing competence, aiming to improve sales efficiency, increase revenue, and expand market reach. The implementation method is descriptive, and the participating MSMEs, Adok Furniture and Tahu Babakan, will receive tailored training and support in digital marketing.

B2B 기업의 디지털 마케팅 도입이 글로벌 디지털 마케팅 역량과 성과에 미치는 영향 연구

Digital technology among corporate environments is rapidly changing. In the recent development of digital technology, global B2B companies are also trying to secure the level of digital marketing capabilities introduced by B2C companies. In this context, this study investigates the relationship between the introduction of digital marketing of global B2B companies on digital marketing capabilities and brand performance. Additionally. In global B2B companies, we want to find out whether there are differences in global brand performance depending on the level of brand positioning strategies. In order to achieve the purpose of this study, a survey was conducted for global B2B marketers. The data obtained through the survey were tested in advance for reliability and validity. And we tested the hypothesis. The main results of hypothesis testing are as follows. First, the higher the level of digital marketing introduction, the more positively affected the level of global digital marketing capabilities. And among digital marketing capabilities, digital media convergence capabilities and export support platform construction capabilities positively affected global brand performance. The moderating effect according to the level of brand positioning strategy was partially verified. In other words, some marketing competency levels had a more positive impact on global brand performance in groups with high levels of brand positioning strategies. This is a research result that suggests the importance of brand positioning strategies and management in global B2B companies.

Demystifying the Impact of Export Promotion Programme on Export Performance of SMEs: A SEM Approach

Governments often fund export promotion programmes (EPP) to aid businesses, particularly small and medium-sized enterprises (SMEs), in getting past any barriers they may face when trying to expand internationally. However, there is scant empirical evidence showing that these initiatives are successful. Drawing on the findings of a survey of SMEs in Uttar Pradesh, India, this study clarifies how EPP strengthen firms’ export competence and activities. Based on 449 responses from registered exporters and Smart PLS-SEM, results show that perceived usefulness (PU), perceived market competencies (PM), and support mechanisms (SM) favour programme adequacy (PA) and directly affect the performance of the export. Furthermore, by elaborating on how EPPs can affect a company’s export performance (EP), this research fills a void in the current literature by examining the results of EPPs in Uttar Pradesh from the vantage point of the firm as the unit of analysis.

소공인의 핵심역량과 장애요인이 사업성과에 미치는 영향

This study analyzes the effect of core competency and obstacles of small manufacturer, Also, it analyzes how much more positive impact could be made by competitive advantage by the mediated effect. For this study, data was collected from 293 CEO by using questionnaires. The statistics analysis SPSS 24.0 and Process macro was used, it is a factor analysis, reliability test and multiple regression analysis, Process macro for hypothesis verification. The result of the study is the following. First, as a result of examining the effect of the core competency on the business performance, it was found that among the core competency factors, marketing competency and technology competency had a significantly positive effect on the business performance. Second, as a result of examining the effect of obstacles factor on the business performance, financing had a negative effect on the business performance. Thirdly, in the relationship between core competency, obstacles factor and business performance, the mediating effect of competitive advantage was significant marketing competency→competitive advantage→business performance, technology competency→competitive advantagey→business performance, financing→competitive advantagey→business performance. Thus, the results of the present study provide the following managerial implications. First, government should provide support to enhance marketing competence and technical competence for sustained competitive advantage and better performance in small manufacturers. Second, marketing competency and technology competency may be a good strategic orientation for sustained competitive advantage and better performance.

Development of the marketing competence of heads of clubs of non-formal education institutions

Development of the marketing competence of heads of clubs of non-formal education institutions

Impact of customer and entrepreneuroriented marketing on business performance: an empirical evidence of SMEs in Russia

This paper aims to investigate the impact of marketing activities on the successful development of small and medium-sized enterprises (SMEs). It identifies and analyzes a set of customeroriented business processes and entrepreneurial marketing competencies designed to profit SMEs. Based on the literature review, the concept of a “marketing model” has been defined as a customer-oriented value system, a set of marketing competences, and marketing business processes. It is hypothesized that not only the customer and entrepreneurial orientations influence SME marketing models, but also basic and dynamic marketing competences and marketing business processes. External and internal factors that influence the development of marketing models are identified, as well as specific characteristics of SME marketing models and the logic of their development. Interview analysis and data content analysis were used to process qualitative data. This study comprises quantitative methods (via survey), combined with further data processing by regression, cluster analysis (IBN SPSS), SEM (IBN SPSS Amos) and the logistic regression methods (logit model). The focus of this research is to analyze the development patterns and specifics of SME marketing modeling to ensure effectiveness and growth of small business. The results of this research demonstrate improvement in the diagnosis and performance evaluation of SMEs and can be utilized by practicing entrepreneurs, SME business owners, and the academic community.