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Strategy for Improving Marketing Performance of Small Industry through Order-Based Cloning Product Capability
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| Author:
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GUNISTIYO , JAKAWASKITO, DIEN NOVIANY RAHMATIKA, ACHMAD IRWAN HAMZANI
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| Abstract:
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The central concept in improving marketing performance is to intensify organizational learning which is a strategy for small metal industries to improve their marketing performance. It can be conducted by increasing and developing the ability to meet specific and satisfying customer needs by approaching knowledge development, experience, and continuous learning. Order-based product cloning capabilitydeveloped through the RBV concept, organizational learning theory, organizational capability theory, product strategy theory, and social adaptation theory has the potential to improve marketing performance. The concept of order-based product cloning capability can solve the gap problem between organizational learning and marketing performance. This study aims to investigate the role of Order Based Product Cloning Capability in improving marketing performance. This study is categorized as basic research (basic research or fundamental research or pure research). The goal is the development of a particular science or field of study with a certain degree of "contribution to the body of knowledge" because this research departs from problems in the form of the existence of a research gap from previous researchers (Ferdinand, 2002). The approach used in this study is Positivist (Quantitative). This study focuses on the product cloning capabilities of small metal business owners who are used to improve their marketing performance. The findings suggest that order-based product cloning capability mediates significantly to the relationship between organizational learning and marketing performance.
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| Keyword:
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Marketing, Performance, Order Based, Product Cloning, Capability.
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2021.13.01.692
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| Download:
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