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Strategic Distribution, Digital Marketing, and Open Innovation: Toward Integrated Capability Development for SME Performance

This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distributi...

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Principais autores: Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau
Format: Artigo
Sprog:Inglês
Udgivet: Korean Marketing Association 2026-01-01
Serier:Asia Marketing Journal
Fag:
sme performance
distribution strategy
digital marketing
open innovation
capability transformation
indonesia
Online adgang:https://amj.kma.re.kr/journal/vol27/iss4/6/
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