Effect of Entrepreneurial Innovativeness Orientation, Product Innovation, and Value Co-Creation on Marketing Performance

Maklon Felipus Killa

40 citations0/0 files storedJournal of Research in Marketing

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Service and Product Innovation Business Strategies and Innovation Innovation and Knowledge Management

Abstract

The aim of this study is to analyze the effect of entrepreneurial innovativeness orientation, product innovation, and value co-creation on marketing performance. Handicraft firms in Indonesia used as a sample. Sampling was done using purposive sampling technique. Data were collected using a questionnaire given directly to the respondent. The total data that can be further analyzed as much as 192 respondents. Data analysis using Structural Equation Modelling - SEM with the AMOS program assistance. The results showed that the entrepreneurial innovativeness orientation has significant effect on product innovation. In addition, product innovation and value co-creation have a significant effect on marketing performance, and value co-creation to be a mediator in the relationship of product innovation and marketing performance .

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References

1996Clarifying the Entrepreneurial Orientation Construct and Linking It To Performance 1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 2007Managing the co-creation of value 2008On value and value co-creation: A service systems and service logic perspective 2010Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs 2011Effects of innovation types on firm performance 2004Innovativeness: Its antecedents and impact on business performance 2010Expanding understanding of service exchange and value co-creation: a social construction approach

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