Proceedings of the 2nd Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2022, 29 October 2022, Malang, East Java, Indonesia

Research Article

Company Strategy in Maintaining the Life Cycle of Modern Beverage Products

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  • @INPROCEEDINGS{10.4108/eai.29-10-2022.2334019,
    author={Daman  Sudarman and Nur Asni Gani and Rony Edward Utama},
    title={Company Strategy in Maintaining the Life Cycle of  Modern Beverage Products},
    proceedings={Proceedings of the 2nd Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2022, 29 October 2022, Malang, East Java, Indonesia},
    publisher={EAI},
    proceedings_a={LEPALISSHE},
    year={2023},
    month={7},
    keywords={modern drinks company capability marketing innovation product life cycle},
    doi={10.4108/eai.29-10-2022.2334019}
}
  • Daman Sudarman
    Nur Asni Gani
    Rony Edward Utama
    Year: 2023
    Company Strategy in Maintaining the Life Cycle of Modern Beverage Products
    LEPALISSHE
    EAI
    DOI: 10.4108/eai.29-10-2022.2334019
Daman Sudarman1,*, Nur Asni Gani1, Rony Edward Utama1
  • 1: Universitas Muhammadiyah Jakarta
*Contact email: daman.sudarman@umj.ac.id

Abstract

Modern beverages have gained so much popularity among today’s society, especially the millennials; even during the Covid-19 pandemic, these modern beverages experienced a rocketing sales. Our study aims to analyze how company capabilities and marketig innovation affect product life cycle. We employed a quantitative approach. Data were analyzed using SEM PLS. Findings indicate that company capabilities and marketing innovation significantly affect product life cycle.

Keywords
modern drinks company capability marketing innovation product life cycle
Published
2023-07-14
Publisher
EAI
http://dx.doi.org/10.4108/eai.29-10-2022.2334019
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