Research Article
Responsive-proactive market orientation towards creative business performance
@INPROCEEDINGS{10.4108/eai.13-9-2023.2341164, author={Mafasa Malikal Lailin and Aflit Nuryulia Praswati}, title={Responsive-proactive market orientation towards creative business performance}, proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2023}, month={12}, keywords={innovation market orientation performance}, doi={10.4108/eai.13-9-2023.2341164} }- Mafasa Malikal Lailin
Aflit Nuryulia Praswati
Year: 2023
Responsive-proactive market orientation towards creative business performance
ICEBE
EAI
DOI: 10.4108/eai.13-9-2023.2341164
Abstract
Product innovation leads to sustainable competitive advantage in line with the shifting global market landscape. This has the potential to improve industrial performance, especially SMEs in the handicraft sector. The purpose of this study is to examine how proactive and responsive markets to market trends affect product innovation and craft industry performance. Using a quantitative approach, the study involved a sample size of 100 managers from craft SMEs. Data was analyzed using SmartPLS 4.0. The findings show a favorable correlation between proactive and responsive market orientation and product innovation, which in turn positively impacts overall industry performance. In contrast, both product innovation and proactive market orientation show adverse effects on industry performance. The data collection process has been hampered due to instability caused by the post-pandemic industrial environment. In future investigations, there is potential to expand the scope of research and develop entrepreneurial variable constructions through the innovation dimension.