IDEAS home Printed from https://ideas.repec.org/a/vrs/hjobpa/v10y2019i3p170-180n11.html
   My bibliography  Save this article

The Analysis of Marketing performance in Yogyakarta SMEs

Author

Listed:
  • Hutami Lusia Tria Hatmanti

    (Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia)

  • Kurniawan Ignatius Soni

    (Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia)

Abstract

The general concept of this research is to elaborate on the specific aspect of the marketing performance point of view that has been used by exported SMEs business in a region in Indonesia called Yogyakarta. The aim of this research to analyze the relationship between innovation orientation, marketing communication orientation, international marketing, and marketing performance. The methodology of this research used path analysis, purposive sampling used in this research which only exported product of SMEs business met the criterion. The result showed that only the direct relationship between innovation orientation and marketing performance was not supported. It strengthens international marketing as a mediator between innovation orientation and marketing performance. Innovation orientation toward international marketing was accepted with path coefficient and international marketing toward marketing performance was accepted with path coefficient. Meanwhile, the strongest path coefficient showed by marketing communication orientation. It means that the successful marketing performance needs an excellent marketing communication strategy to ensure the delivery of adding value to the customers by each SMEs business.

Suggested Citation

  • Hutami Lusia Tria Hatmanti & Kurniawan Ignatius Soni, 2019. "The Analysis of Marketing performance in Yogyakarta SMEs," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 170-180, December.
    • Handle: RePEc:vrs:hjobpa:v:10:y:2019:i:3:p:170-180:n:11
    DOI: 10.2478/hjbpa-2019-0036
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/hjbpa-2019-0036
    Download Restriction: no
    File URL: https://libkey.io/10.2478/hjbpa-2019-0036?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. John Fahy & Graham Hooley & Tony Cox & Jozsef Beracs & Krzysztof Fonfara & Boris Snoj, 2000. "The Development and Impact of Marketing Capabilities in Central Europe," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 31(1), pages 63-81, March.
    2. Graça Miranda Silva & Chris Styles & Luis Filipe Lages, 2017. "Breakthrough innovation in international business: The impact of tech-innovation and market-innovation on performance," Post-Print hal-01794275, HAL.
    3. Mohammed Abdulai Mahmoud & Robert E. Hinson, 2012. "Market orientation, innovation and corporate social responsibility practices in Ghana's telecommunication sector," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 8(3), pages 327-346, July.
    4. Huilin Xiao & Yanling Wang & Weifeng Li & Zhenzhong Ma, 2017. "Intellectual structure of research in business ethics," Nankai Business Review International, Emerald Group Publishing Limited, vol. 8(1), pages 100-120, March.
    5. Silva, Graça Miranda & Styles, Chris & Lages, Luis Filipe, 2017. "Breakthrough innovation in international business: The impact of tech-innovation and market-innovation on performance," International Business Review, Elsevier, vol. 26(2), pages 391-404.
    6. Emilio Ruzo & Fernando Losada & Antonio Navarro & José A. Díez, 2011. "Resources and international marketing strategy in export firms," Management Research Review, Emerald Group Publishing Limited, vol. 34(5), pages 496-518, April.
    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. Mohd Nur Ruzainy Alwi* & Amar Hisham Jaaffar & Nur Amira Yahya & Nurnazurah Azami, 2018. "Research Framework for the Impact of Innovative Mindset, Innovative Behaviour, and Innovation Performance on Competitive Advantage: An Application for Halal Smes Owner-Manager," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 718-723:2.
    2. Halima Jibril & Stephen Roper, 2022. "Of chickens and eggs: Exporting, innovation novelty and productivity," Working Papers 027, The Productivity Institute.
    3. Mariem Khadhraoui & Michel Plaisent & Lassaad Lakhal & Bernard Prosper, 2019. "The Impact of Entrepreneurial Orientation on Spin-Offs’ Performance: A Cross-Cultural Study," SAGE Open, , vol. 9(3), pages 21582440198, July.
    4. Anders Pehrsson, 2019. "When are innovativeness and responsiveness effective in a foreign market?," Journal of International Entrepreneurship, Springer, vol. 17(1), pages 19-40, March.
    5. Nguyen, Huu Le & Larimo, Jorma & Wang, Yi, 2019. "Control, innovation and international joint venture performance: The moderating role of internal and external environments," International Business Review, Elsevier, vol. 28(6), pages 1-1.
    6. Bagheri, Mahshid & Mitchelmore, Siwan & Bamiatzi, Vassiliki & Nikolopoulos, Konstantinos, 2019. "Internationalization Orientation in SMEs: The Mediating Role of Technological Innovation," Journal of International Management, Elsevier, vol. 25(1), pages 121-139.
    7. Mohammad Falahat & Yan-Yin Lee & Pedro Soto-Acosta & T. Ramayah, 2021. "Entrepreneurial, market, learning and networking orientations as determinants of business capability and international performance: the contingent role of government support," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1759-1780, December.
    8. Mokthtari Moughari, Mahdieh & Daim, Tugrul U., 2023. "Developing a model of technological innovation for export development in developing countries," Technology in Society, Elsevier, vol. 75(C).
    9. Dahms, Sven, 2019. "Foreign-owned subsidiary knowledge sourcing: The role of location and expatriates," Journal of Business Research, Elsevier, vol. 105(C), pages 178-188.
    10. Anna Vuorio & Lasse Torkkeli & Liisa-Maija Sainio, 2020. "Service innovation and internationalization in SMEs: antecedents and profitability outcomes," Journal of International Entrepreneurship, Springer, vol. 18(1), pages 92-123, March.
    11. Wu, Lichao & Wei, Yingqi & Wang, Chengang & McDonald, Frank & Han, Xia, 2022. "The importance of institutional and financial resources for export performance associated with technological innovation," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    12. Peixu He & Yana Pei & Chunpei Lin & Di Ye, 2021. "Ambidextrous Marketing Capabilities, Exploratory and Exploitative Market-Based Innovation, and Innovation Performance: An Empirical Study on China’s Manufacturing Sector," Sustainability, MDPI, vol. 13(3), pages 1-21, January.
    13. Sprong, Niels & Driessen, Paul H. & Hillebrand, Bas & Molner, Sven, 2021. "Market innovation: A literature review and new research directions," Journal of Business Research, Elsevier, vol. 123(C), pages 450-462.
    14. Miocevic, Dario, 2021. "Dynamic exporting capabilities and SME’s profitability: Conditional effects of market and product diversification," Journal of Business Research, Elsevier, vol. 136(C), pages 21-32.
    15. Nicole F. Richter & Sven Hauff & Christian M. Ringle & Siegfried P. Gudergan, 2022. "The Use of Partial Least Squares Structural Equation Modeling and Complementary Methods in International Management Research," Management International Review, Springer, vol. 62(4), pages 449-470, August.
    16. Dong, Guowei & Kokko, Ari & Zhou, Haoyong, 2022. "Innovation and export performance of emerging market enterprises: The roles of state and foreign ownership in China," International Business Review, Elsevier, vol. 31(6).
    17. Wu, Lichao & Wei, Yingqi & Wang, Chengang, 2021. "Disentangling the effects of business groups in the innovation-export relationship," Research Policy, Elsevier, vol. 50(1).
    18. Falahat, Mohammad & Ramayah, T. & Soto-Acosta, Pedro & Lee, Yan-Yin, 2020. "SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance," Technological Forecasting and Social Change, Elsevier, vol. 152(C).
    19. Zhou, Xiaoxiao & Cai, Ziming & Tan, Kim Hua & Zhang, Linling & Du, Juntao & Song, Malin, 2021. "Technological innovation and structural change for economic development in China as an emerging market," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    20. Catherine Wanjiru Gathitu & Elegwa Mukulu & John Kihoro, 2021. "The influence of credit on the growth of YEDF- funded group-based enterprises in Nairobi County, Kenya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 183-194, March.

    More about this item

    Keywords

    innovation orientation; marketing communication orientation; international marketing; marketing performance; Small and Medium Enterprises;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    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:vrs:hjobpa:v:10:y:2019:i:3:p:170-180:n:11. 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.