ABSTRACT
This study's main objective was to assess value co-creation and new product success among small and medium enterprises (SMEs) in Indonesia by incorporating cultural orientations and relationship marketing perspectives. The samples were purposely selected in two sectors: handcraft and food and drink. They were approached through a door-to-door distribution of the questionnaires. The findings indicated that relationship quality can enhance value co-creation and new product success when SMEs have a favorable combination of learning, market, and entrepreneurial orientations. However, this study suggests that SMEs do not utilize their relationships as arenas for learning and learning orientation can affect relationship quality only when it is supported by the other orientations.
Acknowledgments
We have been fortunate, as a number of people helped us for this publication. We thank our colleagues, who provide useful recommendations and ideas. Also, we have been assisted by Zohreh K., who edited our article.
Funding
The authors received a research grant from the Indonesian Directorate General for Higher Education.