HUBUNGAN ORIENTASI PASAR, STRATEGI BERSAING, KEWIRAUSAHAAN KORPORASI DAN KINERJA PERUSAHAAN
DOI:
https://doi.org/10.24034/j25485024.y2013.v17.i1.257Keywords:
market orientation, business performance, competitive strategy, corporate entrepreneurshipAbstract
This study aims to explain the research gap in the relationship of market orientation on firm performance. To explain the gap, this study focused on the role of moderator variables, that are competitive strategy and corporate and entrepreneurship. Unit analysis in the study is Small Medium Entreprise (SMEs) in East Java. This study used 250 samples, but only 120 companies are responded. Hypothesis test by MRA analysis and sub-groups analysis. MRA analysis is used to test the moderating role corporate entrepreneurship on relationship market orientation on firm performance. The study found that higher corporate entrepreneurship increasing the influence of market orientation on firm performance. Sub-groups analysis is used to examine the role of the firms competitive strategy as moderated variables in the relationship of market orientation on firm performance. The study found that the influence of market orientation on firm performance will be different on each difference competitive strategy. The competitive strategy moderating the relationship market orientation on firm performance.References
Ahmet, H., K. S. Jayachandran, dan W. Bearden. 2005. Market Orientation: A Meta-Analytical Review and Assesment of Its Antecedents and Impact on Performance. Journal of Marketing 69(2): 24-41.
Alan, T., S. Leo, Y. Oliver, dan C. Raymond. 2003. Market Orientation and Business Performance in A Chinese Business Environtment. Journal of Business Research 56: 227-239.
Barney, J. B., dan R. W. Griffin. 1992. The Management Organizations: Strategy, Structur, Behaviour. Hoghron Mifflin
Hartini, S. 2008. The Effect of Market Orien- tation toward Firm’s Innovation, Product Quality, Competitive Advantage and Firm’s Performance of Small Medium Enterprise in East Java. Proceeding International Conference Business Research.
Hartini, S. 2012. Peran Inovasi: Pengembangan Kualitas Produk dan Kinerja Bisnis. Jurnal Manajemen dan Kewirausahaan 14(1): 83-89.
Hooley, G., N. Piercy, N. Briggite. 2012. Marketing Strategy and Competitive Positioning. FT Prentice Hall. England.
Kaplan, R. dan D. Norton. 1996. Balance Scorecard, Boston: Harvard Business Press. Boston.
Koksal, M. dan E. Ozgill. 2007. The Relationships Between Marketing Strategies and Business Performance in An Economics Crisis. Marketing Intelligence and Planning 25: 326-342.
Kotler, P. dan K. Keller. 2012. Marketing Management. 13th ed. Prentice Hall International Inc. New Jersey.
Matsuno K., J. T. Mentzer, dan A. Ozsomer, 2002. The Effect of Proclivity and Market Orientation on Business Performance. Journal of Marketing 66: 18-32.
Porter, M. 1998. Competitive Advantage Creative and Sustaining Superior Performance. With a New Introduction. The Free Pers. New York.
Ranchhod, A. 2004. Marketing Strategie: A Twenty-first Century Approach. Prentice Hall. England.
Walter K. O. C., dan Y. Tang. 2005. The Impact of Market Orientation on New Venture Performance in China. Proceeding ANZMAC Conference.
Wiklund, J. dan D. Shepherd. 2005. Entrepreneural Orientation and Small Business Performance A Configuration Approach. Journal of Business Venturing 20: 71-91.
