DOES INNOVATION PRODUCT MATTER?: A TEST OF THE RELATIONSHIP BETWEEN MARKET SENSING, VALUE C0-CREATION AND MARKETING PERFORMANCE
Herning Indriastuti ; Saida Zainurossalamia ; Syarifah Hudayah
MULAWARMAN UNIVERSITY
Abstract
A recent series of articles in the Marketing Journal has discussed the potential value of a firm organization developing a product innovation in its quest to achieve success. We posit that product innovation can enhance success, but that its potential value should not be considered in isolation. Specifically, we draw on the resource-based view of the firm to suggest that two capabilities—market sensing and marketing performance—each contribute to the creation of value co-creation for some firms. The data used are drawn from 115 small medium enterprises. The results indicate that value co-creation arising from the confluence of market sensing and product innovation have a positive effect on marketing performance . Overall, the results support the contention that product innovation can enhance success, albeit within the context of other important phenomena
Keywords: Product Innovation, Market Sensing, Value Co-Creation and Marketing Performance
Topic: Management