ESTABLISH A COMPETITIVE ADVANTAGE WITH MARKET SENSING CAPABILITY, DISTINCTIVE COMPETENCE AND PRODUCT INNOVATION FOR PERFORMANCE MARKETING AND SUSTAINABILITY EFFORTS
1.Maman Sulaeman 2. Hasan Fahmi Kusnandar
Polytechnic of Triguna, Tasikmalaya, Indonesia
Abstract
This research was conducted with the aim to analyze how to form a competitive advantage with market sensing capability, competence distinctive and product innovation so that the effect on the performance of marketing and sustainability efforts. The methods used in this research by conducting a survey of 344 to owners of Small and Medium Enterprises existing in the region of Tasikmalaya. Data analysis using path analysis. The research concluded that there are significant influence both of Market Sensing Capability can establish a competitive advantage, Distinctive Competence can form a competitive advantage, and product innovation that can create competitive advantage. Small and Medium Enterprises that have a competitive advantage will have a good marketing and performance can make its business. The study also found the presence of the influence of marketing performance against the sustainability of the effort. Simultaneous Market Sensing Capability, Distinctive Competence and innovative products that can create a competitive advantage, Market Sensing Capability, Distinctive Competence and innovative products that can improve the performance of marketing and sustainability efforts. Competent and creative Human resources are strongly needed. Therefore, before planning something innovative, it is important for management to increase the knowledge and capabilities of employees in accordance with the development of the company. Because without creative hands, it is impossible for an innovative product to be created.
Keywords: Capability, Distinctive, Competence, Competitiveness, Performance, Marketing Sustainability, Small and Medium Enterprises
Topic: Marketing Management