Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah
The problem often faced in measuring market orientation of a business unit is to determine exact indicators of measurement. Small and medium-sized enterprises certainly have different characteristics that require appropriate indicators to measure market orientation. The objective in this study is to...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2015-08-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/974 |
| _version_ | 1797709538605924352 |
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| author | Cecep Hidayat |
| author_facet | Cecep Hidayat |
| author_sort | Cecep Hidayat |
| collection | DOAJ |
| description | The problem often faced in measuring market orientation of a business unit is to determine exact indicators of measurement. Small and medium-sized enterprises certainly have different characteristics that require appropriate indicators to measure market orientation. The objective in this study is to determine the dimensions and indicators for measuring market orientation in small and medium enterprise. To achieve the marketing objectives, marketing strategies are formulated that will adapt to internal and external environment. Strategic marketing is a marketing strategy based on market-driven. It means that the market needs is the basis of a marketing strategy. Research applied literature study with primary reference sources journal articles and books that discuss market orientation. Results of this literature study recommend that the dimension of the customer focus and competitor orientation is two dimensions that can be applied to measure market orientation for small and medium enterprises. |
| first_indexed | 2024-03-12T06:37:46Z |
| format | Article |
| id | doaj.art-0a20a29790d940c1b4c67b5f507f6751 |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T06:37:46Z |
| publishDate | 2015-08-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-0a20a29790d940c1b4c67b5f507f67512023-09-03T01:09:36ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532015-08-016225025710.21512/bbr.v6i2.974845Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan MenengahCecep Hidayat0Bina Nusantara UniversityThe problem often faced in measuring market orientation of a business unit is to determine exact indicators of measurement. Small and medium-sized enterprises certainly have different characteristics that require appropriate indicators to measure market orientation. The objective in this study is to determine the dimensions and indicators for measuring market orientation in small and medium enterprise. To achieve the marketing objectives, marketing strategies are formulated that will adapt to internal and external environment. Strategic marketing is a marketing strategy based on market-driven. It means that the market needs is the basis of a marketing strategy. Research applied literature study with primary reference sources journal articles and books that discuss market orientation. Results of this literature study recommend that the dimension of the customer focus and competitor orientation is two dimensions that can be applied to measure market orientation for small and medium enterprises.https://journal.binus.ac.id/index.php/BBR/article/view/974strategic marketing, marketing strategy, market orientation, small and medium enterprises |
| spellingShingle | Cecep Hidayat Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah Binus Business Review strategic marketing, marketing strategy, market orientation, small and medium enterprises |
| title | Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah |
| title_full | Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah |
| title_fullStr | Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah |
| title_full_unstemmed | Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah |
| title_short | Pengukuran Orientasi Pasar pada Jenis Usaha Mikro, Kecil, dan Menengah |
| title_sort | pengukuran orientasi pasar pada jenis usaha mikro kecil dan menengah |
| topic | strategic marketing, marketing strategy, market orientation, small and medium enterprises |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/974 |
| work_keys_str_mv | AT cecephidayat pengukuranorientasipasarpadajenisusahamikrokecildanmenengah |