Religio-centric product strategy on marketing performance

Abstract

Purpose The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products. Design/methodology/approach This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs. Findings The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP. Research limitations/implications In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research. Originality/value By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

Religiocentrism in consumption: a literature review

“…In addition to the wealth of research on religion as an antecedent in purchasing products or services in the literature, this paper defines religion as a “system of meaning embodied in a pattern of life, a community of faith and a worldview that articulate a view of the sacred and of what ultimately matters” (Mathras et al , 2016, p. 300). Rather than enjoying the monopolistic role (O’Guinn and Belk, 1989; McAlexander et al , 2014a; Rinallo and Alemany Oliver, 2019), religions today compete for “consumers” who consume objects that provide the meanings that fit their lifestyle in the market (Berger and Luckmann, 1967; Hendar et al , 2020). Rather than viewing religion as independent of its context, this paper views religion in relation to its contextual surroundings – through a concept of religiocentrism.…”

“…Unfortunately, in contrast to other disciplines, research on how religiocentrism helps to shape a consumer’s identity or marketing activities remained under-researched. Some past scholars viewed religiocentric elements in implementing marketing activities and strategies within the marketing literature (Hendar et al , 2017; Hendar et al , 2020; Sudarti, 2022). However, they view the religiocentric elements from the business or marketing perspectives.…”

Improvement of marketing performance: Role of market sensing, digital marketing, and value creation ambidexterity

“…Market sensing capability plays a very important role in improving marketing performance when companies are able to capture market opportunities and are able to configure resources appropriately . Companies that are able to retain customers, attract new customers and satisfy customers will drive sales and profit growth (Soliman, 2011;Mulyana et al, 2020;Hendar et al, 2020).…”

Entrepreneurial orientation and innovation performance of social enterprises in an emerging economy

“…The dynamic role of social enterprises in solving social and environmental challenges has been highly underscored worldwide in recent years (Hendar et al , 2020; Sulphey and Salim, 2021). This is propelled enormously by the myriad of problems faced by the world economies, such as economic crisis, health and food crisis, high unemployment, poverty, migration, child labour, human trafficking and inequalities in communities.…”