ORIENTASI PASAR DAN INOVASI PRODUK, SERTA PENGARUHNYA TERHADAP KEUNGGULAN BERSAING DAN KINERJA PERUSAHAAN PADA UMKM: SEBUAH AGENDA PENELITIAN
Keywords:
Market Orientation, Product Innovation, Competitive Advantage, Marketing Performance
Abstract
Successful companies are those who accurately anticipate market trends and respond quickly to changing customer needs. Market orientation acts as the lifeblood of the modern marketing era. Market orientation, being one of the most important components of strategic orientation, has a broad influence on entrepreneurial oriented companies. Market orientation is important for business enterprises and new businesses because at the initial stage they allow them to learn and adapt to the environment, quickly react to opportunities and threats. Companies that get high scores on market orientation often tend to be more entrepreneurial oriented and companies that adopt market orientation have achieved superior performance. Market orientation has a positive effect on business profitability and is the culture needed to create superior customer value, which in turn is the basis for competitive advantage Market orientation is a basic strategy of marketing practice that plays an important role in improving business performance and is one of the first strategic frameworks that provide companies with sustainable competitive advantages.
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References
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Smirnova, M., Naudé, P., Henneberg, S. C., Mouzas, S., dan Kouchtch, S. P. 2011. The impact of market orientation on the development of relational capabilities andperformance outcomes: the case of Russian industrial firms Journal ofIndustrial Marketing Management, Vol 40, 44–53
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Weerawardena, J. 2003. Exploring The Role of Market Learning Capability in Competitive Strategy. European Journal of Marketing, Vol 37, 407-429.
West, M. 2002. Kerja Sama yang Efektif. Cetakan Kelima. Penerjemah: Srikandi Waluyo. Yogyakarta: Penerbit Kanisius.
Wiklund, J. 1999. The Sustainability of The Entrepreneurial Orientation-Performance Relationship, Entrepreneurship Theory and Practice, Vol 24(1):37-47.
Wiklund, J. dan Shepherd, D. 2005. Entrepreneurial Orientation and Small Business Performance: A Configurational Approach. Journal of Business Venturing, Vol 20, 71-91.
Zainul, M., Astuti, E. S., Arifin, Z. dan Utami, H. N. 2016. The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A Study at SME Sasirangan in South Kalimantan). Journal of Administrative Sciences and Policy Studies, Vol 4(1), 1-19.
Zhou, K. Z., Brown, J. R., dan Dev, C. S. 2009. Market Orientation, Competitive Advantage, and Performance: A Demand-Based Perspective. Journal of Business Research, 2009, Vol 62(11), 1063-1070.
Alrubaiee, Laith. 2013. An Investigation on the Relationship Between New Service Development, Market orientation, and Marketing Performance. European Journal of Bussiness and Management, Vol 5(5), 1-26.
Augusto, M., dan Coelho, F. 2009. Market orientation and new-to-the-world products: exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management, Vol 38, 94–108.
Bharadwaj, S.G., Varadarajan P.R dan Pahy J. 1993. Sustainable Competitive Advantage in Services Industries : A Conceptual Model and Research Propositions. Journal of Marketing, Vol 57, 83-100.
Camisón, C., dan López, A. V. 2011. Non-technical innovation: organizational memory and learning capabilities as antecedent factors with effects on sustained competitive advantage. Industrial Marketing Management Vol 40, 1294–1304.
Celuch, K. G., Kasouf, C. J., dan Peruvembac, V. 2002. The effects of perceived market and learning orientation on assessed organizational capabilities. Industrial Marketing Management, Vol 31,545– 554.
Frishammar, J. dan Horte, S. A. 2007.The Role of Market Orientation and Entrepreneurial Orientation for New Product Development Performance in Manufacturing Firms. Technology Analysis & Strategic Management, Vol 22(3), 251-266.
Gatignon, H., dan Xuereb, J. M. 1997. Strategic orientation of the firm and new product performance. Journal of Marketing Research, Vol 34(1), 77-90.
Gosselin, M. 2005. An Empirical Study of Performance Measurement in Manufacturing Firm. International Journal of Productivity and Performance Management, Vol 54(5/6), 419-437.
Griffin, J. dan Mahon, J. 1997. The Corporate Social Performance and Corporate Financial Performance Debate: Twenty five years of incompatible research. Business and Society, Vol 36, 5 -31.
Gupta, S., Cadeaux, J., dan Dubelaar, C. 2006. Uncovering multiple champion roles inimplementing new- technology ventures. Journal of Business Research, Vol 59(5).
Hadjimanolis, A. 2000. An Investigation of Innovation Antecedents in Small Firms in the Context of Small Developing Country. R&D Management, Vol 30, 235-245.
Hafeez, S., Chaudhry, R. M., Siddiqui, Z. U., dan U. R. Rehman, K. 2011. The effect of market and entrepreneurial orientation on firm perfomance. Information Management and Business Review, Vol 3(6), 389-395.
Jaworski, B.J, dan Kohli A.K. 1993. “Market orientation: antecedents and consequences.” Journal of Marketing, Vol 57, 53–70.
Juan, J. L., dan Zhou, K. Z. 2010. How foreign firms achieve competitive advantage in the Chinese emerging economy: managerial ties and market orientation. Journal of Business Research, Vol 63, 856–862.
Kaur, G. dan Mantok, S. 2015. Role of Market Orientation and Competitive Advantage in Firm’s Performance. I J A B E R, Vol 13(3), 1229-1241.
Keh, H. T., Nguyen, T. T. M., dan Ng, H. P. 2007. The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of Business Venturing, Vol 22(4), 592-611.
Keh, H.T., Foo, M.D., dan Lim, B.C. 2002. Opportunity evaluation under risky conditions: the cognitive processes of entrepreneurs. Entrepreneurship Theory and Practice, Vo 27, 125–148.
Keskin, H. 2006. Market orientation, learning orientation, and innovation capabilities in SMEs an extended model. European Journal of Innovation Management, Vol 9(4), 396-417.
Kotler, P. dan Amstrong, G. 2004. Prinsip–Prinsip Pemasaran, edisi Sepuluh Jilid 1. Jakarta: PT Indeks Kelompok
Laforet, S. 2008. Size, strategic, and market orientation affects on innovation. Journal of Business Research, Vol 61, 753-764.
Lamb, C. W., Hair, J.F. dan McDaniel, C. 2002. Marketing. Sixth Edition. Thomson: South Western.
Leskovar, G. S., dan Bastic, M. 2007. Differences in organizations’ innovation capability in transition economy: Internal aspect of the organizations’ strategic orientation. Technovation, Vol 27, 533–546.
Li, S., Rao, S. S., Ragu-Nathan, T. S., dan Ragu-Nathan, B. 2006. The impact of supplychain management practices on competitive advantage and organizational performance. Omega, Vol 34, 107–124.
Lukas, B.A. dan Ferrel, O.C.T. 2000. The effect of Market Orientation On Product Innovation, Journal of Academy of Marketing Science, Vol 28(2), 239-247.
Lumpkin, G T, dan Dess, G.G. 1996. Clarifying the Entrepreneurial Orientationconstruct and Linking It to Performance. Academy of Management Review, Vol 21 (11), 135–72.
Miller, D. 1983. The Correlates of Entrepreneurship in three types of Firms. Management Science, Vol 29(7), 770-791.
Miller, D. dan Friesen, P. 1983. Strategy-Making and Environment: The Third Link, Strategic Management Journal, Vol 4, 221-35.
Mirza. 2011. Pengaruh Lingkungan Eksternal dan Lingkungan Internal Terhadap Strategi Bersaing dan Strategi Kemitraan serta Dampaknya Pada Keunggulan Bersaing dan Implikasinya Pada Kinerja Industri Kecil dan Menengah di Sumatera Barat. Indonesian Journal of Economics and Business, Vol 1 (3).
Narver, J. C., dan Slater, S. F. 1990. The effect of a market orientation on business profitability. Journal of Marketing, Vol 54, 20–35.
Naver, J.C., dan Slater, S.F. 1990. The Effect of Market Orientation On Business Profitability. Journal of Marketing, Vol 54, 20-25.
Nelson, R. R. 1991. Why do firms differ, and how does it matter?. Strategic Management Journal, Vol 12, 61-75.
Philip K. 2005, Manajemen Pemasaran, Jilid I dan II, Jakarta: PT. Indeks.
Porter, M. E. 1990. Competitive Advantage at the Nations. Boston: Free Press.
Porter, M. E. 2008. Strategi Bersaing (Competitive strategy). Tanggerang: Karisma publishing group.
Reswanda. 2011. Pengaruh orientasi kewirausahaan terhadap pembelajaran organisasi. Journal of Small Business Management.
Smirnova, M., Naudé, P., Henneberg, S. C., Mouzas, S., dan Kouchtch, S. P. 2011. The impact of market orientation on the development of relational capabilities andperformance outcomes: the case of Russian industrial firms Journal ofIndustrial Marketing Management, Vol 40, 44–53
Story, V., O'Malley, L., dan Hart, S. 2011. Roles, role performance, and radical innovation competences. Industrial Marketing Management, Vol 40, 952–966.
Suparman and Ruswanti, E. 2017. Market Orientation, Product Innovation on Marketing Performance Rattan Industry in Cirebon Indonesia. OSR Journal of Economics and Finance, Vol 8(1), 19-25.
Tjiptono, F. 2008. Strategi Pemasaran, Edisi 3, ANDI: Yogyakarta.
Uncles, M. 2000. Market Orientation. Australian Journal Management, Vol 25(2), 1-29.
Voola, R., Casimir, G., Carlson, J., dan Agnihotri, M. A. 2012. The effects of market orientation, technological opportunism, and e-business adoption on performance: a moderated mediation analysis. Australasian Marketing Journal, Vol 20, 136–146.
Wahyono. 2002. Orientasi pasar dan inovasi: pengaruhnya terhadap kinerja pemasaran. Jurnal Sains Pemasaran Indonesia, Vol 1(1).
Wahyono. 2002. Orientasi Pasar dan Inovasi : Pengaruh Terhadap Kinerja Pemasaran. Indonesian Journal of Marketing Science.
Weerawardena, J. 2003. Exploring The Role of Market Learning Capability in Competitive Strategy. European Journal of Marketing, Vol 37, 407-429.
West, M. 2002. Kerja Sama yang Efektif. Cetakan Kelima. Penerjemah: Srikandi Waluyo. Yogyakarta: Penerbit Kanisius.
Wiklund, J. 1999. The Sustainability of The Entrepreneurial Orientation-Performance Relationship, Entrepreneurship Theory and Practice, Vol 24(1):37-47.
Wiklund, J. dan Shepherd, D. 2005. Entrepreneurial Orientation and Small Business Performance: A Configurational Approach. Journal of Business Venturing, Vol 20, 71-91.
Zainul, M., Astuti, E. S., Arifin, Z. dan Utami, H. N. 2016. The Effect of Market Orientation toward Organizational Learning, Innovation, Competitive Advantage, and Corporate Performance (A Study at SME Sasirangan in South Kalimantan). Journal of Administrative Sciences and Policy Studies, Vol 4(1), 1-19.
Zhou, K. Z., Brown, J. R., dan Dev, C. S. 2009. Market Orientation, Competitive Advantage, and Performance: A Demand-Based Perspective. Journal of Business Research, 2009, Vol 62(11), 1063-1070.
Published
2019-12-16
How to Cite
Wiwoho, G. (2019). ORIENTASI PASAR DAN INOVASI PRODUK, SERTA PENGARUHNYA TERHADAP KEUNGGULAN BERSAING DAN KINERJA PERUSAHAAN PADA UMKM: SEBUAH AGENDA PENELITIAN. Fokus Bisnis : Media Pengkajian Manajemen Dan Akuntansi, 18(2), 29-38. https://doi.org/10.32639/fokusbisnis.v18i2.340
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Articles
