Strategy and Implementation Model of Market Orientation and Business Performance for SME of Batik Jambi
- DOI
- 10.2991/aer.k.210825.009How to use a DOI?
- Keywords
- business performance, market orientation, product innovation
- Abstract
Relationship testing between market orientation and business performance has been widely conducted. The biggest issue is about model development, while the issue related to managerial applications is still very lacking in information, especially for SMEs. This research aims to (1) formulate a market orientation strategy and (2) implement the market orientation strategy that has been formulated to improve the business performance for SME of batik Jambi. The research was conducted in SMEs of batik Jambi in Jambi City. The research is used in a qualitative design. Moreover, the data is analyzed with Resource-Based Analysis (RBV-analysis) and Political, Economic, Social, and Technology analysis (PEST-analysis). This study is also supported by methods of observation, simulation, and in depth-interview. The finding result showed that three capabilities become the advantages of batik Jambi consist of color innovation, motives diversification, and consumer orientation. Besides, it is known that batik Jambi also has some weaknesses related to price competition, technological innovation, and market access. It is hoped that the implications of this research can produce a formula in terms of a strategic policy not only for SMEs of batik Jambi but also for stakeholder and local governments.
- Copyright
- © 2021, 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/).
Cite this article
TY - CONF AU - Ade Octavia AU - Zulfanetti AU - Yayuk Sriayudha PY - 2021 DA - 2021/08/26 TI - Strategy and Implementation Model of Market Orientation and Business Performance for SME of Batik Jambi BT - Proceedings of the 3rd Green Development International Conference (GDIC 2020) PB - Atlantis Press SP - 42 EP - 47 SN - 2352-5401 UR - https://doi.org/10.2991/aer.k.210825.009 DO - 10.2991/aer.k.210825.009 ID - Octavia2021 ER -