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| Field |
Value |
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| Title |
A Study on Product Innovation Portfolio and Customer Value Creation: Bridging Entrepreneurial Risk-Taking Orientation and Marketing Performance
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| Creator |
Maklon Felipus Killa; Wira Wacana University
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| Subject |
entrepreneurial risk-taking orientation; customer value creation; marketing performance; product innovation portfolio
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| Description |
The aim of this study is to investigate the role of product innovation portfolio and customer value creation in bridg- ing the gap between entrepreneurial risk-taking orientation and marketing performance. Wood crafts companies located in Bandung, Yogyakarta, and Solo, all of which have been regarded as Indonesia’s creative cities, were used as samples. Sampling was done by using a combination of purposive and convenience sampling. The total data used for the analysis was from 172 respondents who filled in direct questionnaires. This research used Structural Equation Modeling (SEM) with AMOS v.20 program for data analysis. The results showed that product innovation portfolio serves as mediator in the relationship between entrepreneurial risk-taking orientation and marketing performance. Furthermore, the results also found that customer value creation has a positive effect on marketing performance.
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| Publisher |
Management Research Center, Department of Management, Faculty of Economics and Business, U
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| Contributor |
—
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| Date |
2018-02-09
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
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| Identifier |
http://journal.ui.ac.id/index.php/amj/article/view/9081
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| Source |
ASEAN Marketing Journal; Vol 9, No 2 (2017): Vol 9, No 2 (2017); December 2017; 80-89
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| Language |
en
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