Improved Marketing Performance and Product Innovation for The Optimization of Competitive Advantage

Abstract

This research analyses on improving marketing performance and product innovation for the optimization of competing excellence. Sample amounted to 100 customers of UKM Dodol workshop of the Perbaungan Serdang Regency Bedagai by using SPSS Analysis tool version 19.0. The results showed that the marketing performance and product innovations have significant effect on the competitive advantage of UKM Dodol workshop of Serdang Regency Bedagai.

The Role of Product Innovation and Entrepreneurial Orientation Towards Marketing Performance Through Competitive Advantage

“…Entrepreneurial orientation is the ability of business owners to manage their companies creatively and innovatively, dare to take risks and mobilize resources the power to look for opportunities to success [2]. Entrepreneurial orientation is a resource of organizational strategy with the potential to generate competitive advantage.…”

“…Defining the advantage of a competition as an advantage over competitors by offering lower value and by provides greater benefits among higher prices [22], [2] stated that advantage n competititon is a value in the company from the results of implementing its strategy so that the company has greater cost savings and more value than its competitors. This advantage is one of the boosters of the company's bargaining power that is more to consumers.…”

“…Stated that such fierce competition of business requires companies to increase performance in marketing of their company, because the success of a product will affect its marketing performance. According to [2] marketing performance is a measure of achievement obtained from the overall marketing process activities of a company or organization. According to Kotler in [3] marketing performance can be achieved if the company is able to increase products and expand market share, as well as maintain product quality to improve quality and long-term profitability.…”

“…According to Zimmerer in [1] competitive advantage is a factor that distinguishes small companies from competitors by providing a unique side in their market, so that they are superior and become market leaders from their competitors. Song and Parry in [2] state that there are three benchmarks to find out whether a company has a competitive advantage. First, product uniqueness, namely the uniqueness of the company's products so that they can distinguish them from competitors' products or general products on the market.…”

Effect of Social Media Orientation on Marketing Performance Through Vilchic Brand Image

“…Marketing performance is a measure of achievement obtained optimally in implementing the right Strategy to manage its business properly. For this reason, marketing strategies must be designed to realize continuous competitive advantage, affecting marketing performance (Hartanty & Ratnawati, 2013).…”