Strategy Orientation Transformation from Market Orientation to Innovation Orientation and the Effect on Marketing Performance of Woven Industry in Wajo District, South Sulawesi Province

DOI

10.2991/icame-18.2019.73How to use a DOI?

Keywords

Strategy Orientation, Market Orientation, Innovation Orientation, Marketing Performance

Abstract

The woven industry is an important economy actor in Wajo to bring a positive effect on trade sector. The marketing performance improvement of woven industry is done with various marketing strategies and often called the implementation of strategic orientation. This study aim is to examine the strategic orientation transformation from market orientation to innovation orientation and the effect on marketing performance of woven industry in Wajo District, South Sulawesi Province. The study uses quantitative research design with sample survey method to 99 respondents. This study was analyzed with SmartPLS3 based on variance. The conclusions are below. First, customer orientation positively effects on innovation orientation. Second, competitor orientation positively affects innovation orientation. Third, coordination between functions affect positively on innovation orientation. Fourth, customer orientation positively affects marketing performance. Fifth, competitor orientation positively affects marketing performance. Sixth, coordination between functions negatively affects marketing performance. Seventh, innovation positively affects marketing performance.

Copyright

© 2019, 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  - Nurhilalia
AU  - Abd.Rahman Kadir
AU  - Mahlia Muis
AU  - Jusni
PY  - 2019/08
DA  - 2019/08
TI  - Strategy Orientation Transformation from Market Orientation to Innovation Orientation and the Effect on Marketing Performance of Woven Industry in Wajo District, South Sulawesi Province
BT  - Proceedings of the 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018)
PB  - Atlantis Press
SP  - 689
EP  - 699
SN  - 2352-5428
UR  - https://doi.org/10.2991/icame-18.2019.73
DO  - 10.2991/icame-18.2019.73
ID  - 2019/08
ER  -