Research Article
Innovation Capability Model and Co-Creation as an Improvement of SMEs Performance
@INPROCEEDINGS{10.4108/eai.9-10-2020.2304781, author={Naili Farida and Sari Listyorini}, title={Innovation Capability Model and Co-Creation as an Improvement of SMEs Performance}, proceedings={Proceedings of the 5th International Conference on Indonesian Social and Political Enquiries, ICISPE 2020, 9-10 October 2020, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICISPE}, year={2021}, month={3}, keywords={co-creation selling value based selling innovation capability marketing performance smes}, doi={10.4108/eai.9-10-2020.2304781} }- Naili Farida
Sari Listyorini
Year: 2021
Innovation Capability Model and Co-Creation as an Improvement of SMEs Performance
ICISPE
EAI
DOI: 10.4108/eai.9-10-2020.2304781
Abstract
The creative industries of Small and Medium Enterprises (SMEs) in the field of guitar manufacturing, currently the sales condition has decreased. To overcome these conditions, product innovation capability and collaboration between consumers and producers is needed. SMEs must provide innovation for the sustainability of product marketing to meet customer needs. Collaboration in Co-Creation between consumers and producers can improve the marketing performance of SMEs including things about product design, raw materials, and markets for new products, as an effort to increase marketing. The population in this study is the owner of SMEs in the creative industry with a total sample of 60 people. The Purposive sampling technique and analysis technique are applied by using SEM-PLS. The findings of this study indicate that innovation capability has a significant effect on marketing performance. Furthermore, Co-Creation and value- based selling and innovation capability have a significant effect on market performance. With Innovation and Co-Creation Capability can improve SMEs marketing performance.
