Technology Capability and Marketing Strategy: case studies of component industry clusters in Bandung City
Dodi Permadi1, Ratih Hurriyati2, M Adib Sultan3
UPI
Abstract
The purpose of this research is to measure technology capabilities in the logistic cluster as a prerequisite for collaboration. Measurements using the technometric method to determine the TCC index (Total Contribution Coeffisient) from 20 companies. The results indicate of the measurement of technological capabilities showed the average tecnoware index (0.38), humanware (0.39), infoware (0.33), orgaware (0.36), with an average total index of 0.37. This index shows the capability to collaborate with companies in clusters that need development. The results of the measurement of the effect of technology capability on marketing strategies measured through lower cost and differentiation strategies are predicted to have significant influence.
Keywords: logistics cluster, TCC, marketing strategy, lower cost, differentiation
Topic: Marketing Management