ORIENTASI PASAR DAN BUDAYA ORGANISASI DALAM MEMPENGARUHI INOVASI DAN KINERJA PEMASARAN

Appropriate market orientation and a strong organizational culture are required to improve marketing performance by allowing product innovations be created in accordance with business needs, which have an impact on performance. This research was conducted Small Medium Enterprises (SMEs) Malang City, where SMEs important role the economy Indonesia. The focus of this is see if has innovation, innovation performance, mediating main objective study owner small firm as measured orientation, culture, Explanatory used work, takes quantitative method. findings show that influences influenced mediated culture..