Antecedent of Innovation and Marketing Performance In Batik Industry

Batik is one of the important industries and the pride of Indonesia. Batik is a world cultural heritage which is originally Indonesia. In batik industry, innovation is one of the important factors that will improve marketing performance. This study wanted to test some of the main drivers of innovation and marketing performance on Batik SMEs. The purpose of this study is (1) Testing the influence of social capital on innovation and marketing performance; (2) Testing the effect of entrepreneurial orientation on innovation and marketing performance; and (3) Testing the influence of co-creation on innovation and marketing performance. The research sample consisted of 161 batik businesses in the city of Sragen and Purwodadi. Data were analyzed using SEM PLS and processed using WarpPls with version 5. The results of this study indicate that only some of the hypotheses are accepted, such as (1) entrepreneurial orientation is able to significantly improve innovation, (2) co-creation is able to significantly increase innovation, (3) market capability is able to significantly improve innovation, and (4) market capability is able to significantly improve marketing performance Keywords: Entrepreneurial Orientation, Social Capital, Market Capabilities, Co-Creation, Innovation, Marketing Performanc

Entrepreneurial marketing : a historical perspective on development and practice

Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management

The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia

Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marketing strategies on firm performance. This thesis emphases on the views of managers and owners on marketing strategies and their impact on firm performance in furniture manufacturing SMEs. The researcher test a model that reflects the expected relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Based on a review of pertinent literature, this thesis develops a model that reflects relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Quantitative research approach using survey design was adopted. Data was collected using close-ended questionnaires systematically distributed to a sample of 250 potential managers and owners out of which 145 were received useful for the analysis. Both descriptive and inferential statistical tools such as factor analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) were used to analyse the data using SPSS 23 and SmartPLS 3 software. The study found that the effect of entrepreneurial marketing strategy on performance is not significant. As a result, the owner / manager of the furniture manufacturing SMEs using the guerrilla marketing strategy were found negative effect on the firm performance. Relationship marketing strategy is considered to be using this strategy, followed by niche marketing strategy is the most important determinant of marketing strategy. However, ambush marketing and viral marketing were found to have no significant impact on firm performance. This research contributes to the theoretical and practical knowledge systems by providing evidence of the relationship between niche marketing strategies and their impact on firm performance

Defining contextual advantage: exploring the contextual relation between effectuation and entrepreneurial marketing for creating new markets effectually

The paper explores the behaviour of the Entrepreneur and the Effectual use of available resources mainly social capital in new market creation. The study dwells on creating a unique ‘Context’ by leveraging these resources to increase the Entrepreneurial orientation of a firm. The paper further attempts to explore whether the Contextual link between Effectuation and Entrepreneurial Marketing helps develop a ‘Contextual Advantage’, which can be used as a mean of developing a unique business model which differentiates the firm in the market. The paper hence explores contemporary theories of Entrepreneurship and Marketing namely Entrepreneurial Marketing, Effectuation and Contextual Marketing by studying their inter-relation. The nature of these theories is under-explored according to the authors and requires further investigation to evolve the field of Marketing and Entrepreneurship.N/

International sport marketing : practical and future research implications

Purpose &ndash; Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing. Design/methodology/approach &ndash; The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.Findings &ndash; The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.Research limitations/implications &ndash; The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.Practical implications &ndash; The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.Originality/value &ndash; The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.<br /

Entrepreneurial Marketing Strategies, Brand Distinctiveness, and Small Business Success

The purpose of this study is to investigate entrepreneurial tendencies, specifically entrepreneurial intentions and entrepreneurial marketing of small retail and hospitality business owners, their use of contemporary marketing practices and resulting business success

Orientasi Kewirausahaan Dan Pemasaran:sinergi Penentu Kesuksesanusaha Pada USAhakecil Dan Menengah Di Propinsi Bali

This study aims to analyze and explain the entrepreneurial orientation synergized with the orientation of marketing in order to improve business performance. The survey was conducted on the export-oriented SMEs in Bali as many as 177 business units using disproportionate sampling method. Results obtained using a SEM with AMOS program version 7 shows the implementation of an entrepreneurial orientation can improve the implementation of the marketing orientation. Nevertheless, entrepreneurial orientation has not been able to directly improve their business performance. Meanwhile, marketing orientation proved a direct effect on business performance. In the indirect effects showing synergy of entrepreneurial orientation and marketing orientation are able to produce improved operating performance or increased

The entrepreneurial marketing management and commercialization arrangements of born-global bio-enterprises: the case of UK companies

Born global bio-enterprises are a unique “breed” of relatively small biotechnology enterprises operating in multiple countries. The companies are nimble and seemingly well-prepared for challenges that ephemeral markets such as the internationalised biotechnology sector brings. The international marketing management challenges they encounter appear to stimulate their entrepreneurial marketing and commercialisation instincts. Surprisingly, there is a dearth of studies that examine their entrepreneurial predispositions. As such, this study is an attempt to explain their entrepreneurial tendencies by investigating the marketing and commercialisation strategies adopted by born global bio-enterprises in the UK’s biotechnology industry. The study assumes a multi-case approach examining five archetypical born global bio-enterprises currently active in the UK. It contributes to the international entrepreneurship and marketing management literature. Specifically, it provides international business managers with new knowledge about various marketing manoeuvres they can apply in international networks for their marketing mileage. In doing so, the study proposes a theoretical framework mapping out entrepreneurial marketing and commercialisation arrangements in internationalised biotechnology markets. Its findings are useful to various stakeholders including: policy makers, managers of technology-based companies and business management researchers

Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur

This paper investigates how the marketing/entrepreneurship interface functions within the cultural sector. Specifically, the paper considers how cultural entrepreneurs in the music industry market not to customers, but to networks that control the resources necessary to support entrepreneurial ventures. Evidence is drawn from the qualitative research of a study on access to finance by owner-managers of independent music companies (“cultural entrepreneurs”). The findings support the notion that “legitimation” is a key factor in accessing such resources. Cultural entrepreneurs have difficulties in establishing either “pragmatic legitimation” (derived from the self-interest of organisations across marketing networks) or “cognitive legitimation” (derived from perceptions of normality and conformity within marketing networks). Marketing strategies at both individual and industry level are put forward to overcome these barriers. For individual businesses, a “selection strategy” using creative clusters or a “manipulation strategy” that manages the cultural environment are recommended. The implications for relationship marketing models are discussed