Share Value Realtional Capital Suggestions for the Future and an Assessment of Past Research in Driving Marketing Performance

PAMBUDI, WIDIATMAKA (2019) Share Value Realtional Capital Suggestions for the Future and an Assessment of Past Research in Driving Marketing Performance. Journal of Innovation in Business and Economics, 3. ISSN P-ISSN: 2580-9431 E-ISSN: 2581-2025

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Abstract

Abstract This study aims to build a new conceptual model based on the Share value relational capital of entrepreneurial orientation of competitive advantage as a basis for improving marketing performance in the context of small and medium-sized enterprises.Structural study methodology was adopted in this study using a total of 220 SME owners who were involved in this study and who voluntarily gave a financial time to purchase were given interviews and filled out questionnaires in the data collection process. The model was tested and hypothesized using Amos 25 to analyze about 200 questionnaires that can be used in this study for further data analysis.Findings In this study shows that there are two strategic paths for improving the marketing performance of SMEs, namely entrepreneurial orientation, Share value relational capital to improve the marketing performance of SMEs. entrepreneurial orientation with SME marketing performance.

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