Peer Review-Achieving Marketing Performance Through Acculturative Product advantage : The Case of Sarong Samarinda

Abstract

The results of this study show that the advantages of the acculturative products influence the marketing performance. This study highlights the importance of innovativeness in securing the potentials of the acculturative products for the SME industry in Indonesia. It is also observed that the acculturative product acts as the mediator between innovativeness and marketing performance.