Research Article
Company Strategy in Maintaining the Life Cycle of Modern Beverage Products
@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
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.
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