Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia

Research Article

Iconic Product Innovation Model to Improve Sengkang’s Silk Marketing Performance

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  • @INPROCEEDINGS{10.4108/eai.14-10-2020.2304256,
        author={Abdul Rahman Kadir and Muhammad Sabranjamil Alhaqqi and Daniella Cynthia Sampepajung and Andi Nur Bau Masseppe},
        title={Iconic Product Innovation Model to Improve Sengkang’s Silk Marketing Performance},
        proceedings={Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia},
        publisher={EAI},
        proceedings_a={ICAME},
        year={2021},
        month={2},
        keywords={iconic product innovation organizational innovativeness marketing performance sengkang’s silk},
        doi={10.4108/eai.14-10-2020.2304256}
    }
    
  • Abdul Rahman Kadir
    Muhammad Sabranjamil Alhaqqi
    Daniella Cynthia Sampepajung
    Andi Nur Bau Masseppe
    Year: 2021
    Iconic Product Innovation Model to Improve Sengkang’s Silk Marketing Performance
    ICAME
    EAI
    DOI: 10.4108/eai.14-10-2020.2304256
Abdul Rahman Kadir1,*, Muhammad Sabranjamil Alhaqqi1, Daniella Cynthia Sampepajung1, Andi Nur Bau Masseppe1
  • 1: Faculty of Economics and Business, Hasanuddin University
*Contact email: rahmankadir90@yahoo.com

Abstract

One of the prominent sectors of SMEs in Indonesia is woven fabric sector particularly Sengkang’s Silk producer in Wajo Regency, South Sulawesi. Sengkang’s Silk has positioned itself as an iconic product that may serves as tourist attraction within the region. However, innovation in this sector is limited particularly in Sengkang’s Silk. However, such advantage may not be sustainable in the long run. Our study analyses 219 questionnaire responds from Sengkang’s Silk SMEs and analyze whether innovation combined with iconic product advantage can improve their marketing performance. Our result indicated that iconic product innovation affects marketing performance positively and significantly. Furthermore, our study found that organizational innovativeness variables can affect the development of iconic product innovation. Our study suggests that, Sengkang’s Silk SMEs should focus on developing their organizational innovativeness through product innovativeness, market innovativeness, process innovativeness, behavior innovativeness and strategic innovativeness to improve their iconic product innovation strategy.