DEVELOPING PRODUCT ISOLATING ADVANTAGE TO MARKETING PERFORMANCE: A STUDY OF SALTED EGGS OF MICRO, SMALL, AND MEDIUM ENTERPRISES IN BREBES, INDONESIA

Ahmad, Hanfan and Vincent, Didiek Wiet Aryanto (2016) DEVELOPING PRODUCT ISOLATING ADVANTAGE TO MARKETING PERFORMANCE: A STUDY OF SALTED EGGS OF MICRO, SMALL, AND MEDIUM ENTERPRISES IN BREBES, INDONESIA. International Journal of Economic Research, 13 (7). pp. 3251-3282. ISSN 0972-9380

Text Hanfan and Vincent, 2016.pdf Download (18MB)

Abstract

This study aims at examining the role of product isolating advantage in improving ‎marketing performance. This study is based on research gap on influence of the product ‎development capability on marketing performance. Product development capability is the ability ‎of a company that requires creativity and high costs, where as the level of success in entering the ‎market is still in doubt. This phenomenon raises the question of what should be done to improve ‎the success of product development capability. A concept of product isolating advantage is ‎proposed in this study as a variable that plays an important role in improving marketing ‎performance. This study developed four hypotheses and tested using data collected from 119 ‎respondents consisting of the MSMEs manager (Micro, Small and Medium Enterprises). The ‎results showed that the product isolating advantage plays an important role in improving ‎marketing performance.‎ Keywords: Product development capability, Product isolating advantage, Product image ‎capability, Product reputation, Marketing performance.‎

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