IDEAS home Printed from https://ideas.repec.org/a/uii/jrambr/v4y2024i2p205-220id33386.html
   My bibliography  Save this article

Collaborative marketing innovation: How to energize social capital to enhance MSME’s performance?

Author

Listed:
  • Nalal Muna
  • I Made Sukresna
  • Aflit Nuryulia Praswati

Abstract

An entrepreneurial network is one of the most prominent strategic resources for business. Even though micro, small, and medium-sized enterprises (MSMEs) face several challenges arising from their liability of smallness, they can leverage the advantages of having strong network ties. This study aims to examine how social capital derived from entrepreneurial networks (both formal and informal) can encourage collaborative marketing innovation and speed-to-market to enhance marketing performance. A total of 161 MSME owners from various industries participated in a field survey that was conducted using self-administered questionnaires. Data is analyzed using Structural Equation Modelling with AMOS software. The Resource Advantage Theory of Competition (RAToC) emphasizes the dynamic nature of competition in provoking disequilibrium through collaboration with other organizations. The result shows that collaboration helps companies in integrating resources in the marketing innovation process such as obtaining input for product development and supporting product promotion. The study also indicates that collaborative marketing innovation has become the most salient variable that accelerates time-to-market and enhances MSME performance.

Suggested Citation

  • Nalal Muna & I Made Sukresna & Aflit Nuryulia Praswati, 2024. "Collaborative marketing innovation: How to energize social capital to enhance MSME’s performance?," Asian Management and Business Review, Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 4(2), pages 205-220.
    • Handle: RePEc:uii:jrambr:v:4:y:2024:i:2:p:205-220:id:33386
    as

    Download full text from publisher

    File URL: https://journal.uii.ac.id/AMBR/article/view/33386
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Efrat, Kalanit & Gilboa, Shaked & Yonatany, Moshe, 2017. "When marketing and innovation interact: The case of born-global firms," International Business Review, Elsevier, vol. 26(2), pages 380-390.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Miguel A. Hernandez, 2019. "Unveiling International New Ventures’ Success: Employee’s Entrepreneurial Behavior," Administrative Sciences, MDPI, vol. 9(3), pages 1-32, August.
    2. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    3. Nave, Edgar & Ferreira, João J. & Carneiro, Jorge, 2024. "International entrepreneurial orientation and early internationalisation of SMEs: Does international networking orientation with competitors and non-competitors make a difference?," Journal of International Management, Elsevier, vol. 30(4).
    4. Loufrani-Fedida, Sabrina & Hauch, Valérie & Elidrissi, Djamila, 2019. "The dynamics of relational competencies in the development of born global firms: A multilevel approach," International Business Review, Elsevier, vol. 28(2), pages 222-237.
    5. Neda Baniasadi & Davoud Samari & Seyyed Jamal Farajollah Hosseini & Maryam Omidi Najafabadi, 2021. "Strategic study of total innovation management and its relationship with marketing capabilities in palm conversion and complementary industries," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-14, December.
    6. Nguyen Anh Khoa Dam & Thang Le Dinh & William Menvielle, 2019. "A systematic literature review of big data adoption in internationalization," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 182-195, September.
    7. Khan, Huda, 2020. "Is marketing agility important for emerging market firms in advanced markets?," International Business Review, Elsevier, vol. 29(5).
    8. María-Ángeles Rastrollo-Horrillo & Julia Martín-Armario, 2019. "Organisational barriers to nascent born-global growth: Learning from the inside," Journal of International Entrepreneurship, Springer, vol. 17(3), pages 454-473, September.
    9. Falahat, Mohammad & Lee, Yan Yin & Ramayah, T. & Soto-Acosta, Pedro, 2020. "Modelling the effects of institutional support and international knowledge on competitive capabilities and international performance: Evidence from an emerging economy," Journal of International Management, Elsevier, vol. 26(4).
    10. Rubina Romanello & Maria Chiarvesio, 2019. "Early internationalizing firms: 2004–2018," Journal of International Entrepreneurship, Springer, vol. 17(2), pages 172-219, June.
    11. Efrat, Kalanit & Asseraf, Yoel, 2019. "A shift in perspective? The role of emotional branding in shaping born globals’ performance," International Business Review, Elsevier, vol. 28(6), pages 1-1.
    12. Oliva, Fábio Lotti & Teberga, Pedro Marins Freire & Testi, Lucas Israel Oliveira & Kotabe, Masaaki & Giudice, Manlio Del & Kelle, Peter & Cunha, Miguel Pina, 2022. "Risks and critical success factors in the internationalization of born global startups of industry 4.0: A social, environmental, economic, and institutional analysis," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    13. Taylor, Murray & Jack, R. & Madsen, T. & Alam, M.A., 2021. "The nature of service characteristics and their impact on internationalization: A multiple case study of born global firms," Journal of Business Research, Elsevier, vol. 132(C), pages 517-529.
    14. Jiang, Guohua & Kotabe, Masaaki & Zhang, Feng & Hao, Andy W. & Paul, Justin & Wang, Cheng Lu, 2020. "The determinants and performance of early internationalizing firms: A literature review and research agenda," International Business Review, Elsevier, vol. 29(4).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:uii:jrambr:v:4:y:2024:i:2:p:205-220:id:33386. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ana Yuliani (email available below). General contact details of provider: https://journal.uii.ac.id/AMBR/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.