The Effects of R&D Intensity and Product Orientation On Innovativeness and Competitive Advantage of The Woodcraft Industry

The ever-evolving business environment demands companies to adopt a customer-focused culture, continuously develop and sustain growth. Marketing is seen as fundamental aspect of corporate with market orientation its practical application. purpose this study identify product innovation influencing marketing performance in the woodcraft industry Central Java, Indonesia by adding competitive advantage mediator variable. Factors leading innovation, such environmental uncertainty R&D intensity, well factors advantage, customer orientation, are identified study. population were 214 timber Java Province. By using simple random sampling, number samples used 110 samples. analysis uses SEM method SmartPLS 3. results indicate that intensity affect innovation. In addition, also have an influence on performance. Therefore, supports contingency theory which states research development can Companies foster culture enables them foresee respond needs more effectively focusing adapting changes external environment. Keywords: uncertainty, performance,