Influence of Market Orientation, Learning Orientation, and Innovation Capabilities and Their Impact on Competitive Advantage and Company Performance

Dwi Hari Laksana; Satya Apriliado; Titik Kusmantini

doi:10.32535/jcda.v5i2.1492

Influence of Market Orientation, Learning Orientation, and Innovation Capabilities and Their Impact on Competitive Advantage and Company Performance

Dwi Hari Laksana, Satya Apriliado, Titik Kusmantini

Abstract

ABSTRACTÂ

To meet the needs of heterogeneous consumers, companies must be market-oriented and innovate to advance company performance. This research will analyze the influence of market orientation, learning orientation, innovation capabilities, and their impact on competitive advantage and company performance in Ngelorejo bamboo craft center, Gunung Kidul district, Indonesia. In the collection of data, this study used questionnaires with the number of respondents as many as 88 respondents bamboo artisans. The analysis method used is Structural Equation Modeling (SEM) and the analysis tool used is Smart PLS 3.0. The results of this study showed that market orientation has a significant effect on innovation capabilities, learning orientation has a significant effect on innovation capabilities, market orientation has no significant effect on competitive advantage, market orientation has a significant effect on company performance, innovation capability has a significant effect on competitive advantage, a competitive advantage does not have a significant effect on company performance.

Keywords: Market orientation, Learning orientation, innovation capabilities, Competitive advantages, Company performance.

Full Text:

PDF

References

Best, R. J. (2009). Market Base Management; Strategy For Growing Consumer Value and Profitability. New Jersey: Pearson Ed.

Calantonea, R. J., Cavusgila, S. T., & Zhaob, Y. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31, 515â€“524.

Deshpande, R., Farley, J., & Webster, F. (1993). Corporate culture, customer orientation and Innovativeness. Journal of Marketing, 57(1), 23-37.

Fatmawati, N., Nurlaila, S. H., Sukoco, A., Ade, R. T., & Utomo, W. M. (2018). The role of working capital to increase Small Business Enterprises. International Journal of Accounting Finance in Asia Pasific, 1(1), 45-53.

Fontana, A. (2011). Innovate we can: Manajemen inovasi dan penciptaan nilai individu, organisasi, masyarakat. Jakarta: Cipta Inovasi Sejahtera.

Hartanty, I., & Ratnawati, A. (2013). Peningkatan Kinerja Pemasaran Melalui Optimalisasi Keunggulan Bersaing. Jurnal Ekonomi dan Bisnis, 14(2), 72â€“89.

Herman, H., Hady, H., & Arafah, W. (2018). Pengaruh orientasi pasar dan produk keunggulan bersaing dan implikasinya terhadap usaha kecil dan menengah kinerja perusahaan. Jurnal Internasional Penemuan Sains dan Teknik, 4(8).

Hurley, R. F., & Hult, G. T. M. (1998). Innovation, Market Orientation, and Organization Learning: An Integration and Empirical Examination. Journal of Marketing, 62, 42-54

Juan, J. L., & Zhou, K. Z. (2010). How foreign firms achieve competitive advantage in the Chinese emerging economy: Managerial ties and market orientation. Journal of Business Research, 63, 856â€“862.

Kaur, G., & Mantok, S. (2015). Role of Market Orientation And Competitive Advantage In Firmâ€™s Performance. IJABER, 13(3), 1229-1241.

Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs an extended model. European Journal of Innovation Management, 9(4), 396-417.

Kusmantini, T., Mardiana, T., & Pramudita, R. (2021). Analysis of the Effect of Business Intelligence on Competitive Advantage through Knowledge Sharing and Organizational Innovation in Export Companies in the Special Region of Yogyakarta. Journal of Economics and Business, 4(1), 245-254.

Lado, N., & Maydeu, A. O. (2001). Menjelajahi hubungan antara orientasi pasar dan inovasi di pasar asuransi Eropa dan AS. Pemasaran Internasional Ulasan, 18(2), 130â€“145.

Lawson, B., (2001). Developing Innovation Capability in Organization: A Dynamic Capabilities Approach. International Journal of Innovation Management, 5, 377-400.

Listyarso, A. (2005). Pengaruh strategi pemasaran terhadap kinerja pemasaran dan kinerja perusahaan dengan lingkungan persaingan sebagai variabel moderating (Studi kasus perusahaan jasa konstruksi kelas kecil-menegah di kota Semarang) (Masterâ€™s Thesis). Universitas Diponegoro, Semarang.

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20â€“35.

Retherford, R. D., & Choe, M. K. (1993). Statistical models for causal analysis. New York: John Wiley & Sons, Inc.

Sinkula, J. M., Baker, W. E., & Noordewier, T. (1997). A framework for market-based organizational learning: Linking values, knowledge and behavior. Journal of the Academy of Marketing Science, 305-318.

Siyamtinah, Sulistyo, H., & Rahmani. (2011). Model peningkatan kinerja melalui kapabilitas inovasi pada UKM di Semarang. Proceedings of Universitas Muhammadiyah Semarang (pp. 251-262). Semarang, Indonesia.

Stata, R. (1989). Organizational learning-the key to management innovation. Sloan Management Review, 63-74.

Wahyudin, N. (2015). Analisis faktor-faktor yang mempengaruhi keunggulan bersaing untuk peningkatan kinerja Perguruan Tinggi Swasta (PTS) pada sekolah tinggi dan akademi di Semarang. Jurnal Holistik Penelitian Manajemen, 3(2), 77â€“ 92.

Zainul, M., Astuti, E. S., Arifin, Z., & Utami, H. N. (2016). The effect of market orientation toward organizational learning, innovation, competitive advantage, and corporate performance (A study at SME Sasirangan in South Kalimantan. Journal of Administrative Sciences and Policy Studies, 4(1), 1-19.

DOI: https://doi.org/10.32535/jcda.v5i2.1492