This study was conducted to propose dan test a conceptual model for solving a research gap on the influence of customer orientation on marketing performance through a strategic bridge variable, service innovation capability, and consumer-centric strategy. We adopt the service-dominant logic as a basis for solving the research gap for its coverage on the value and service value innovation for attracting customers and as a stepping-stone for enhancing marketing performance. Data were collected from 145 service enterprises in Pontianak, West Kalimantan, Indonesia, as our samples for testing the proposed research model, using the software of AMOS-structural equation modeling. The main finding of this study is a strategic path for enhancing marketing performance through customer orientation and the capability for service value-creating.

The purpose of this research is to fill a research gap in entrepreneurial orientation and marketing performance by using differentiation strategy and network capabilities. The research conducted by involving 135 creative small medium enterprise categorized in handcraft, fashion, and printing and design in Pontianak, West Borneo, Indonesia. Five hypotheses are being developed and tested. For data analysis this research using statistic software called SEM AMOS 24. The findings of the research, it emphasizes the importance of supported differentiation strategy by entrepreneurial orientation in improving marketing performance. Furthermore, it confirms that network capabilities are a predictor of marketing performance.