Open AccessExploring market orientation, product innovation and competitive advantage to enhance the performance of SMEs under uncertain evens
Author(s) -
Siti Fatonah,
Aris Tri Haryanto
Publication year - 2022
Publication title -
uncertain supply chain management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.395
H-Index - 16
eISSN - 2291-6830
pISSN - 2291-6822
DOI - 10.5267/j.uscm.2021.9.011
Subject(s) - moderation , competitive advantage , market orientation , nonprobability sampling , business , mediation , industrial organization , product (mathematics) , product innovation , new product development , product market , marketing , economics , microeconomics , computer science , mathematics , population , demography , geometry , machine learning , sociology , political science , law , incentive
The purpose of this study is to build an empirical research model and prove the influence of market orientation on product innovation and competitive advantage. The study also proves the intervening role of product innovation and competitive advantage on increasing market performance. In addition, market uncertainty is also tested in moderation in strengthening the relationship between product innovation and competitive advantage in market performance. The study tests 178 samples of Batik SME players in Surakarta. A purposive sampling was used as this research’s sampling method. The result of this study proves empirically that market orientation positively, significantly influences product innovation and competitive advantage. The test of mediation role between product innovation and competitive advantage in market performance also shows positive and significant results. The result of the test on moderation role between Market uncertainty in the relationship between product innovation and competitive advantage on market performance also shows positive and significant influence on market performance.