The Conceptual Model of the Influence of External Marketing Environment and Market Orientation on Marketing Performance with the Mediation of Product Innovation

DOI

10.2991/aebmr.k.200606.037How to use a DOI?

Keywords

External Marketing Environment, Marketing Orientation, Marketing Performance, Product Innovation, Mediating

Abstract

The objectives of this study are to build a mediation model and to assess the indirect effect of external marketing environment, market orientation, and marketing agglomeration partnership on marketing performance through product innovation. This qualitative study was conducted through library research to produce models. Later, this study quantitatively assesses survey data that were previously completed and refined by preparing questionnaires based on the dimensions that have been presented in each research variable definition. The produced research conceptual model is the output of this qualitative study, which is used as the foundation should the study proceeds to quantitative nature.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Asep Supriadi
AU  - Margono Setiawan
AU  - Mintarti Rahayu
AU  - Djumahir
PY  - 2020
DA  - 2020/06/09
TI  - The Conceptual Model of the Influence of External Marketing Environment and Market Orientation on Marketing Performance with the Mediation of Product Innovation
BT  - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)
PB  - Atlantis Press
SP  - 222
EP  - 225
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200606.037
DO  - 10.2991/aebmr.k.200606.037
ID  - Supriadi2020
ER  -