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
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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.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | admin repository upstegal |
| Date Deposited: | 23 Apr 2019 06:11 |
| Last Modified: | 17 Jan 2023 01:30 |
| URI: | http://repository.upstegal.ac.id/id/eprint/19 |
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