The Effect of Entrepreneurial Marketing on Managing Resources and Its Impact on Innovation Performance

DOI

10.2991/icbmr-17.2017.34How to use a DOI?

Keywords

Entrepreneurial Marketing; Value Creation; Innovativeness; Managing Resources, Innovation Performance

Abstract

Globalization affects businesses all over the world, including Indonesia. It results on an increased global competition. Hence, the Indonesian company must compete with other global companies, which can also be outside the industry. Therefore, managers should have the valuable orientation in managing their resources to achieve the competitive advantage through creating innovation performance. This research offers entrepreneurial marketing as these valuable orientations. The objective of this study was to analyze the effect of entrepreneurial marketing on managing resources and to analyze the influence of managing resources on innovation performance. Quantitative method was employed along with the conceptual model which consisted of three constructs. These were entrepreneurial marketing, managing resources and innovation performance. There are two hypotheses. The unit of analysis were the managerial level of manufacture companies. The data is collected through distributed questionnaires. The collected questionnaire is 91 out of 215 distributed questionnaires. The data set is analyzed by using the SPSS (Statistical Package for the Social Sciences) for reliability test, validity test, normality test and hypothesis tests. The findings of the study resulted on the acceptance of all hypotheses. The contribution on theoretical manner is the empirical evident of the effect of entrepreneurial marketing on managing resources and the effect of managing resources on innovation performance. The managerial implication of this research is the entrepreneur could creatively explore entrepreneurial marketing's elements which are proactiveness, opportunity focus, calculated risk taking, innovativeness, customer intensity, resource leveraging and value creation to manage resources for achieving the best innovation performance.

Copyright

© 2017, 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  - Triyono Arief Wahyudi
PY  - 2017/11
DA  - 2017/11
TI  - The Effect of Entrepreneurial Marketing on Managing Resources and Its Impact on Innovation Performance
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
PB  - Atlantis Press
SP  - 369
EP  - 380
SN  - 2352-5428
UR  - https://doi.org/10.2991/icbmr-17.2017.34
DO  - 10.2991/icbmr-17.2017.34
ID  - Wahyudi2017/11
ER  -