The research objective was to determine the effect of market orientation and innovation on competitive advantage. This is field bag artisans in Bojong Rangkas Village, Ciampea District, Bogor Regency. population study 150 craftsmen using Slovin formula obtained a sample 60 respondents. Distribution questionnaires an accidental sampling technique. Data analysis carried out; (1) test instruments ...

As marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function. Specifically, what role should the marketing function play, and what value does the marketing function have, if any, in an organization that has a strong market orient...

Many organizations employ marketing initiatives to “assist” in launching new efforts to both internal and external audiences and weave marketing throughout as part of being “market oriented.” The primary motivation behind a market orientation is improvement of market performance, according to the literature (Narver and Slater, 1990; Kohli and Jaworski 1990). There is literature on workforce com...

This research seeks to understand which of three different strategic orientations of the firm (customer, competitive, and technological orientations) is more appropriate, when, and why, in the context of developing product innovations. We propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. This impact is hypothesized to occur as...