The impact of market orientation on marketing performance: exploring the moderating role of competitive advantage

The impact of market orientation on marketing performance: exploring the moderating role of competitive advantage

This research analyses the influence of market orientation and competitive advantage on MSMEs’ marketing performance, with competitive advantage as a moderating variable. The research methodology employs path analysis using Smart PLS software version 4.0 and involves 397 MSME owners in Jambi City,...

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Bibliographic Details
Main Authors: Dahmiri Dahmiri, Junaidi Junaidi, Johannes Johannes, Syahmardi Yacob, Sigit Indrawijaya
Format: Article
Language:English
Published: Vilnius Gediminas Technical University 2024-03-01
Series:Business: Theory and Practice
Subjects:
market orientation
competitive advantage
marketing performance
MSMEs
Online Access:https://bme.vgtu.lt/index.php/BTP/article/view/20174

Internet

https://bme.vgtu.lt/index.php/BTP/article/view/20174

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