Role of Entrepreneurial Orientation and Market Orientation on Competitive Advantage Through Marketing Performance: The Study at Marine-Based Food Processing Industry in Central Java
Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)
Entrepreneurial orientation refers to the processes, practices, and making of decision to encourage new outcomes that have a specific entrepreneurial aspect. The action of an entrepreneurial refers to behaviors in decision on conditions of uncertainty, with swift actions seeing the opportunities to obtain maximum results. The capability of entrepreneurial actions is important for business players in developing ne products, new processes, new organizational managing through modification or
... dification or reconfiguration of resources, and also in overcoming the speed of market change. Whereas, market orientation is the most effective organizational culture in creating the behaviors required to create superior value for buyers and produce superior performance for the organization. These two variables become strong capital in strengthening competitive advantage and towards achieving marketing performance. The phenomenon business of marine and fisheries business in Central Java is potential. As for the small and medium business centers of marine products are scattered in several cities in Central Java. Demak Regency, Semarang City, and Pekalongan Regency as the centers of marine-based food processing business were chosen for this study. This empirical study is expected to contribute theoretically and be useful in the managerial practice and can be used as material of consideration and policy for the government and the business players. Test of empirical analysis shows that entrepreneurial orientation and market orientation have a positive significant impact on competitive advantage, whereas competitive advantage gives a positive significant impact on marketing performance. The business players in marine-based food processing industry affirm that there is full awareness of the importance of dynamic movement in the entrepreneurial orientation and market orientation in order to maintain the sustainability of the existing business. The ability to look at the market conditions is an effort to keep the business sustains and develops, which greatly impacts on marketing performance as measured by sales volume and the increasing number of customers. Some weaknesses of this study are also discussed as a note for future research.