SULHAINI, SULHAINI and Sulaimiah, Sulaimiah (2017) Assessing Value Co-Creation and New Product Success from Cultural Orientations and Relationship Marketing Perspectives. Journal of Relationship Marketing, 16 (1). pp. 21-39.
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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
| Item Type: | Article |
|---|---|
| Keywords (Kata Kunci): | entrepreneurial orientation; learning orientation; market orientation; new product success; relationship quality; value co-creatio |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi |
| Depositing User: | Mrs Sulhaini Sulhaini |
| Date Deposited: | 07 Jan 2023 02:49 |
| Last Modified: | 07 Jan 2023 02:49 |
| URI: | http://eprints.unram.ac.id/id/eprint/34242 |
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