Research Article
Product Innovation Toward MSME’s Market Performance On Creative Industry
@INPROCEEDINGS{10.4108/eai.13-9-2023.2341395, author={Hammam Abdurrasyid and Aflit Praswati}, title={Product Innovation Toward MSME’s Market Performance On Creative Industry }, 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 capability dynamic capability competitive advantage market performance}, doi={10.4108/eai.13-9-2023.2341395} }- Hammam Abdurrasyid
Aflit Praswati
Year: 2023
Product Innovation Toward MSME’s Market Performance On Creative Industry
ICEBE
EAI
DOI: 10.4108/eai.13-9-2023.2341395
Abstract
The creativity of the products produced is an added value to compete for MSMEs. This study aims to describe a resource-based view, using quantitative methods, a sample consisting of 100 MSME respondents. Data was analyzed using smartPLS 4.0. The results show that innovation capability has a significant effect on competitive advantage, dynamic capability and market performance. The ability to innovate products that follow the latest trends affects sales performance. Competitive advantage and dynamic capabilities affect market performance. The success of MSMEs is characterized by the adaptability of the changing environment and can secure the potential for product creation. The limitations of this research have not looked at the importance of technology, for future research can develop digital marketing skills. The application of digital marketing is believed to be a strategic tool that can improve the performance of MSMEs faster.