Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises

This study aims to examine the relationship between the components of market orientation, i.e., customer orientation, competitor orientation, interfunctional coordination, architectural marketing capabilities and business performance. Researchers have been trying to find a solution for the gap that...

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Autores principales:	Mulyana Mulyana, Zainuddin Zakaria, Rosman Mahmood
Formato:	article
Lenguaje:	EN ES PT
Publicado:	Fundação Getulio Vargas 2021
Materias:	customer orientation competitor orientation inter-functional coordination architectural marketing capabilities business performance Business HF5001-6182
Acceso en línea:	https://doaj.org/article/59ca3977c0c245c4bb3dc9f7bee60cb6
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id	oai:doaj.org-article:59ca3977c0c245c4bb3dc9f7bee60cb6
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spelling	oai:doaj.org-article:59ca3977c0c245c4bb3dc9f7bee60cb62021-11-25T02:53:22ZDesigning architectural marketing capabilities to increase the performance of small and mediumsized enterprises0034-75902178-938Xhttps://doaj.org/article/59ca3977c0c245c4bb3dc9f7bee60cb62021-08-01T00:00:00Zhttps://www.scielo.br/j/rae/a/VFQyz3jPRSLf6rq6rMZwndg/?format=pdf&lang=enhttps://doaj.org/toc/0034-7590https://doaj.org/toc/2178-938XThis study aims to examine the relationship between the components of market orientation, i.e., customer orientation, competitor orientation, interfunctional coordination, architectural marketing capabilities and business performance. Researchers have been trying to find a solution for the gap that exists between market orientation and business performance. The respondents of this study were the owners or heads of 358 SMEs located in Central Java, Indonesia. This study used structural equation modeling (SEM) for data analysis. The results showed that customer orientation (CSO), competitor orientation (CO), and inter-functional coordination (IC) have a significant effect on architectural marketing capabilities (AMC) and business performance (BP), and that AMC also has a significant effect on business performance. Furthermore, architectural marketing capabilities can mediate the relationship between customer orientation, competitor orientation, inter-functional coordination and business performance.Mulyana MulyanaZainuddin ZakariaRosman MahmoodFundação Getulio Vargasarticlecustomer orientationcompetitor orientationinter-functional coordinationarchitectural marketing capabilitiesbusiness performanceBusinessHF5001-6182ENESPTRAE: Revista de Administração de Empresas , Vol 61, Iss 4, Pp 1-16 (2021)
institution	DOAJ
collection	DOAJ
language	EN ES PT
topic	customer orientation competitor orientation inter-functional coordination architectural marketing capabilities business performance Business HF5001-6182
spellingShingle	customer orientation competitor orientation inter-functional coordination architectural marketing capabilities business performance Business HF5001-6182 Mulyana Mulyana Zainuddin Zakaria Rosman Mahmood Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
description	This study aims to examine the relationship between the components of market orientation, i.e., customer orientation, competitor orientation, interfunctional coordination, architectural marketing capabilities and business performance. Researchers have been trying to find a solution for the gap that exists between market orientation and business performance. The respondents of this study were the owners or heads of 358 SMEs located in Central Java, Indonesia. This study used structural equation modeling (SEM) for data analysis. The results showed that customer orientation (CSO), competitor orientation (CO), and inter-functional coordination (IC) have a significant effect on architectural marketing capabilities (AMC) and business performance (BP), and that AMC also has a significant effect on business performance. Furthermore, architectural marketing capabilities can mediate the relationship between customer orientation, competitor orientation, inter-functional coordination and business performance.
format	article
author	Mulyana Mulyana Zainuddin Zakaria Rosman Mahmood
author_facet	Mulyana Mulyana Zainuddin Zakaria Rosman Mahmood
author_sort	Mulyana Mulyana
title	Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
title_short	Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
title_full	Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
title_fullStr	Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
title_full_unstemmed	Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
title_sort	designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises
publisher	Fundação Getulio Vargas
publishDate	2021
url	https://doaj.org/article/59ca3977c0c245c4bb3dc9f7bee60cb6
work_keys_str_mv	AT mulyanamulyana designingarchitecturalmarketingcapabilitiestoincreasetheperformanceofsmallandmediumsizedenterprises AT zainuddinzakaria designingarchitecturalmarketingcapabilitiestoincreasetheperformanceofsmallandmediumsizedenterprises AT rosmanmahmood designingarchitecturalmarketingcapabilitiestoincreasetheperformanceofsmallandmediumsizedenterprises
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Designing architectural marketing capabilities to increase the performance of small and mediumsized enterprises

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