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Introducing the religio-centric positional advantage to Indonesian small businesses

Author

Listed:
  • Hendar Hendar

    (Universitas Diponegoro (UNDIP) and Sultan Agung Islamic University, Semarang, Indonesia)

  • Ferdinand Augusti Tae

    (Universitas Diponegoro (UNDIP), Semarang, Indonesia)

  • Nurhayati Tatiek

    (Sultan Agung Islamic University, Semarang, Indonesia)

Abstract

With a focus on small religion-based businesses in Indonesia, this research examines whether marketing innovativeness, customers responsiveness and competitors′ responsiveness can improve marketing performance. A conceptual model on the correlation of these three variables with religio-centric positional advantage and marketing performance is examined by using structural equation model. For this purpose 335 small businesses of Islamic Fashion had been studied using purposive sampling from 11 regencies/cities in Central Java (Indonesia). The results showed that (1) small companies in these market segments based on religion is likely to have better marketing performance when they have the Religio-centric positional advantage, (2) The increase in marketing innovativeness, CuR and CoR is required to improve and maintain religio-centric positional advantage, and (3) religio-centric positional advantage is definitely a mediator in the correlation of marketing innovativeness, customer responsiveness and competitors responsiveness with marketing performance.

Suggested Citation

  • Hendar Hendar & Ferdinand Augusti Tae & Nurhayati Tatiek, 2017. "Introducing the religio-centric positional advantage to Indonesian small businesses," Management & Marketing, Sciendo, vol. 12(1), pages 78-102, March.
    • Handle: RePEc:vrs:manmar:v:12:y:2017:i:1:p:78-102:n:6
    DOI: 10.1515/mmcks-2017-0006
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    References listed on IDEAS

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    Cited by:

    1. Lungu Miruna Florina, 2018. "Achieving strategic agility through business model innovation. The case of telecom industry," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 557-567, May.

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