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Performance Marketing Model through Acculturation Innovation and Market Orientation in the Bakery Industry

Author

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  • Sutarlan SULISTIYANI

    (UNTAG Semarang, Indonesia)

Abstract

Small and Medium Enterprises (SMEs) have their own superiority in which they pervade not only in terms of human resources, but also in their role in national economic development. The aim of this study is to develop acculturation innovation and competing superiority for increasing the marketing development of the bakery business actors in Central Java. This study’s sample consists of 161 respondents who are bakery business owners from Central Java. By using the purposive sampling technique, several criteria were considered for the SMEs representatives from the bakery industry sample, such as the SMEs must be certified at Disperindag, have at least one employee, and invest at least IDR 1.000.000,- . The analyzing method that is used in this study is SEM. The result of the study shows the market orientation with specific dimensions, such as gaining information about the customers’ needs, competitors’ powers, and functions’ coordination affected competitors’ superiority, and acculturation innovation. While it comes to some dimensions such as changes in culture-based products, culture-based price’ changing, culture-based packaging, and production processes, competing superiority is affected.

Suggested Citation

  • Sutarlan SULISTIYANI, 2017. "Performance Marketing Model through Acculturation Innovation and Market Orientation in the Bakery Industry," Expert Journal of Marketing, Sprint Investify, vol. 5(1), pages 1-9.
    • Handle: RePEc:exp:mkting:v:5:y:2017:i:1:p:1-9
    as

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    References listed on IDEAS

    as
    1. John W Cadogan & Adamantios Diamantopoulos & Charles Pahud de Mortanges, 1999. "A Measure of Export Market Orientation: Scale Development and Cross-cultural Validation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(4), pages 689-707, December.
    2. Hunt, Shelby D., 1997. "Resource-advantage theory and the wealth of nations: Developing the socio-economic research tradition," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 26(4), pages 335-357.
    3. Peter W. Roberts & Raphael Amit, 2003. "The Dynamics of Innovative Activity and Competitive Advantage: The Case of Australian Retail Banking, 1981 to 1995," Organization Science, INFORMS, vol. 14(2), pages 107-122, April.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    acculturation innovation; market orientation; marketing; sales performance; structural equation model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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