Sulaimiah, Sulaimiah and SULHAINI, SULHAINI Artikel B8 ANALISIS VALUE CO-CREATION DAN NEW PRODUCT SUCCESS DARI PERSPEKTIF RELATIONSHIP MARKETING DAN BUDAYA ORGANISASI. Fakultas Ekonomi.
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Abstract
The study’s main objective was to assess value co-creation and new product success among SMEs in Indonesia by incorporating cultural orientations and relationship marketing perspectives. The samples were purposively selected in two sectors: handcraft and food and drirk, they should have at least fiveemployees. They were approached with 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 favourable cultural orientations on learning, market and entrepreneurial. However, the study suggested that SMEs do not utilise their relationships as arenas for learning. Also, market orientation had a weak direct effect on new product success, market orientation needs to be aligned with strong EO to have a great impact on new product success.
| Item Type: | Article |
|---|---|
| Keywords (Kata Kunci): | value co-creation, new product success, learning orientation, market orientation, entrepreneurial orientation, relational quality |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi |
| Depositing User: | Dra Sulaimiah Sulaimiah,M.Si |
| Date Deposited: | 11 Dec 2020 02:37 |
| Last Modified: | 11 Dec 2020 02:37 |
| URI: | http://eprints.unram.ac.id/id/eprint/19941 |
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