View Item 
  •   Unmul Repository Home
  • Articles
  • A - Economics and Business
  • View Item
  •   Unmul Repository Home
  • Articles
  • A - Economics and Business
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Turnitin - Introducing Iconic Value Co-Creation to Indonesian Small Businesses

Thumbnail
View/Open
Introducing Iconic Value Co-Creation to.pdf (1.349Mb)
Date
2018
Author
Indriastuti, Herning
Metadata
Show full item record
Abstract
This research examines whether marketing innovativeness (MI) and market responsiveness capability (MRC) to enhance marketing performance (MP) and tries solve the problems of research gap between marketing innovativeness and marketing performance. The SME’s handy craft industries in East Borneo, Indonesia used as a sample. The Total data that can be further analysed as much as 207 respondents. Data analysing using Structural Equation Modelling. The result showed that (1) small companies in these market segments based region-centric is likely have better marketing performance when they have the iconic value co-creation (2) the marketing innovativeness and market responsiveness have significant effect on iconic co-creation (3) iconic value co-creation is definitely a mediator in the correlation of marketing innovativeness and market responsiveness
URI
http://repository.unmul.ac.id/handle/123456789/5718
Collections
  • A - Economics and Business [669]

Repository Universitas Mulawarman copyright ©   LP3M Universitas Mulawarman
Jalan Kuaro Kotak Pos 1068
Telp. (0541) 741118
Fax. (0541) 747479 - 732870
Samarinda 75119, Kalimantan Timur, Indonesia
Contact Us | Send Feedback
 

 

Browse

All of Unmul RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

My Account

Login

Repository Universitas Mulawarman copyright ©   LP3M Universitas Mulawarman
Jalan Kuaro Kotak Pos 1068
Telp. (0541) 741118
Fax. (0541) 747479 - 732870
Samarinda 75119, Kalimantan Timur, Indonesia
Contact Us | Send Feedback