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Value of Innovation and Marketing Performance

Author

Listed:
  • Mansur Chadi Mursid

    (Department Management Science, Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia.)

  • Suliyanto Suliyanto

    (Department Management Science, Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia.)

  • Rahab Rahab

    (Department Management Science, Faculty of Economics and Business, Universitas Jenderal Soedirman, Indonesia.)

Abstract

The purpose of this paper is to analyze value of innovation as the role mediating in the relationship between NPD Innovation and NPD Performance. We proposed value of innovation basis on shariah as mediating role in this study developed from diffusion of innovations theory. The questionnaires will be given to only the managers of the board of shariah micro finance in Pekalongan and Banyumas, Indonesia with total 171 responden from 27 LKMS (Baitul Maal wa Tamwil, Baitul Tamwil, Kospin Jasa Shariah, and KSPP Shariah). Value of innovation basis on shariah significantly affect to marketing performance. Research limited in first order, future research can examined in second order research. LKMS adapted value of innovation basis on shariah to get product launch easily. Value of innovation basis on shariah as the new variable and theory concept. Indirect, NPD Innovation positive significantly affect to marketing performance with value of innovation basis on shariah and product launch success are as mediating role.

Suggested Citation

  • Mansur Chadi Mursid & Suliyanto Suliyanto & Rahab Rahab, 2019. "Value of Innovation and Marketing Performance," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 127-133.
    • Handle: RePEc:eco:journ3:2019-03-15
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    References listed on IDEAS

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    Cited by:

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    More about this item

    Keywords

    service dominant logic; Islamic religiosity; value of innovation; shariah values; Islamic marketing.;
    All these keywords.

    JEL classification:

    • A11 - General Economics and Teaching - - General Economics - - - Role of Economics; Role of Economists
    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other

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