The Influence of Cross-Functional Marketing Capabilities on Marketing Ambidexterity
نویسندگان
چکیده
Untuk menjalankan strategi marketing ambidexterity diperlukan adanya kerjasama dan koordinasi lintas fungsi pemasaran fungsi-fungsi lainnya di dalam perusahaan. Cross-functional capabilities (C-FMCap) dapat membantu memaksimalkan ambidexterity. Terdapat tiga dimensi yang memberikan kontribusi pada C-FMCap meliputi: brand management, new product development, customer relationship management. Berdasarkan hasil pengujian hipotesis didapatkan nilai koefisien jalur cross-functional terhadap sebesar 0,44 dengan T-Values 4,131 P Values 0,000 (< 0,05). itu disimpulkan bahwa terdapat pengaruh positif signifikan Cross-Functional Marketing Capabilities
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ژورنال
عنوان ژورنال: Syntax literate : jurnal ilmiah Indonesia
سال: 2022
ISSN: ['2541-0849', '2548-1398']
DOI: https://doi.org/10.36418/syntax-literate.v7i1.6101