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dc.contributor.authorIndriastuti, Herning
dc.date.accessioned2021-01-24T13:58:20Z
dc.date.available2021-01-24T13:58:20Z
dc.date.issued2018
dc.identifier.citationAPA styleen_US
dc.identifier.issn2352-5428
dc.identifier.urihttp://repository.unmul.ac.id/handle/123456789/5718
dc.description.abstractThis 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 responsivenessen_US
dc.language.isoenen_US
dc.publisherAtlantis Pressen_US
dc.subjectMarketing innovativeness, iconic value co-creation, market responsiveness capability, marketing performance.en_US
dc.titleTurnitin - Introducing Iconic Value Co-Creation to Indonesian Small Businessesen_US
dc.typeArticleen_US


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