COMPETITIVE ADVANTAGE TO MEDIATE THE INFLUENCE OF PRODUCT INNOVATION AND ENTREPRENEURIAL ORIENTATION ON MARKETING PERFORMANCE IN SMALL AND MEDIUM INDUSTRY

This study aims to analyze the effect of product innovation, entrepreneurial orientation, and competitive advantage on marketing performance; test the effect of product innovation and entrepreneurial orientation towards marketing performance through competitive advantage as a mediation variable. The...

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Detalles Bibliográficos

Autores principales:	Raiza Nora Dahana, Nur Khusniyah Indrawati, Mugiono Mugiono
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	University of Brawijaya 2021-05-01
Colección:	Jurnal Aplikasi Manajemen
Materias:	product innovation entrepreneurial orientation competitive advantage marketing performance
Acceso en línea:	https://jurnaljam.ub.ac.id/index.php/jam/article/view/2156
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