Introducing the religio centric positional advantage to Indonesian small businesses.pdf - Introducing the religio-centric positional advantage to

Introducing the religio centric positional advantage to Indonesian small businesses.pdf

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Introducing the religio-centric positional advantage to Indonesian small businesses Hendar HENDAR Universitas Diponegoro (UNDIP) and Sultan Agung Islamic University, Semarang, Indonesia [email protected] Augusti Tae FERDINAND Universitas Diponegoro (UNDIP), Semarang, Indonesia Tatiek NURHAYATI Sultan Agung Islamic University, Semarang, Indonesia Abstract. With a focus on small religion-based businesses in Indonesia, this research examines whether marketing innovativeness, customers responsiveness and competitors responsiveness can improve marketing performance. A conceptual model on the correlation of these three variables with religio-centric positional advantage and marketing performance is examined by using structural equation model. For this purpose 335 small businesses of Islamic Fashion had been studied using purposive sampling from 11 regencies/cities in Central Java (Indonesia). The results showed that (1) small companies in these market segments based on religion is likely to have better marketing performance when they have the Religio-centric positional advantage, (2) The increase in marketing innovativeness, CuR and CoR is required to improve and maintain religio-centric positional advantage, and (3) religio-centric positional advantage is definitely a mediator in the correlation of marketing innovativeness, customer responsiveness and competitors responsiveness with marketing performance. Keywords: marketing innovativeness, customer responsiveness, competitor responsiveness, religio-centric positional advantage, marketing performance. Please cite the article as follows: Hendar, H., Ferdinand, A.T. and Nurhayati, T. (2017), “Introducing the religio - centric positional advantage to Indonesian small businesses”, Management & Marketing. Challenges for the Knowledge Society , Vol. 12, No. 1, pp. 78-102. DOI: 10.1515/mmcks-2017-0006. Introduction The Indonesian Islamic fashion market has attracted the attention of both domestic and foreign businesses seeking to expand their horizons and to gain a deeper understanding of Muslim customers. Indonesia ’s cultural diversity is the result of a complicated history, and most of this complexity arises from the historical relationship between Indonesia and Islam, Indonesia and Western societies and the intellectual history of women. Therefore, Muslim fashion is a part of culture that arises because of the complex mixing of Indonesia, Islam, the West and the intellect (Gökariksel and McLarney, 2010). This complexity can be transformed into a business opportunity and this encourages more and more businesses to enter the Indonesian Muslim fashion market. Popular culture plays a great role in shaping fashion trends, and fashion companies’ performance is determined by their ability to quickly respond to changes in fashion trends and transform these trends into products available in stores in the shortest time possible (Barnes and Lea‐Greenwood, 2006, 2010). Commonly, the fashion
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MMCKS 79 Vol. 12, No. 1, Spring, pp. 78-102, ISSN 1842-0206 | Management & Marketing. Challenges for the Knowledge Society
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  • Spring '17
  • drr mbuh

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