Keterkaitan Antar Dimensi Orientasi Strategi dan Kinerja Pemasaran

Abstract

This research is intended to provide information about conceptual controversy relevant to the role of market orientation, innovation orientation and marketing performance. In particular, it is to provide information about the influence of customer and competitor orientation on the orientation of technical innovation; the influence of customer, competitor and technical innovation orientation on the performance of marketing; the influence of the entrepreneurial, marketing -based reward and learning on the customer orientation; the role of organizational change in strengthening the influence of customer and competitor orientation on the technical innovation orientation. Population of this research were SMEs owners or managers of food SMEs in Boyolali, Surakarta, Sukoharjo, Karanganyar, Wonogiri, Sragen and Klaten. Using sampling area method, the number of sample used was 250. Analysis method used in this research was the Structural Equation Modeling with Lisrel software. This research reveals the results: customer and competitor orientation has positive and significant influence on technical innovation and marketing performance orientation. Technical innovation orientation shows negative and insignificant effect on marketing performance. The organizational change capability moderates the influence of customer orientation and competitor on the orientation of technical innovation.