Work

The Influence of Market Orientation, Learning Orientation, Innovation and Competitive Advantage to Improve Marketing Performance

Year: 2018

Type: article

Abstract: The study is aimed at examining the effect of market orientation, learning orientation, innovation and competitive advantage on marketing performance. Populations in this research are 41 which 3, 4, and 5 star-rated hotels in Semarang City. The numbers of samples in this research are 120 respondents by using purposive sampling technique. Methods of data collection are using documentation and questionnaires. Data analysis is using Structural Equation Modeling (SEM). The result of this research show that companies which apply learning orientation, innovation and competitive advantage can improve marketing performance, but for market orientation has no effect on marketing performance.

Source: Management Analysis Journal

DOI: 10.15294/maj.v7i4.25637

Authors: Novi Nurhasanah, Murwatiningsih Murwatiningsih

Institution: State University of Semarang

Language: English

Topic: Innovation and Knowledge Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2936529500

FWCI: 0.991

Cites: 39

Cited by: 13

Related to: 10