Marketing Agility as Entrepreneur-s Capability SME-s in East Java Indonesia
A Yahya Surya Winata(a*), Yustina Chrismardani (b)
a) Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Jalan Raya Telang PO BOX 2 Kamal, Bangkalan, Jawa Timur, 69162
*yahya.winata[at]trunojoyo.ac.id
b) Fakultas Ekonomi dan Bisnis Universitas Trunojoyo
Jalan Raya Telang PO BOX 2 Kamal, Bangkalan, Jawa Timur, 69162
Abstract
The unit of analysis of this research is SMEs in East Java that involved in international business, at least exporting their products to different countries. Although there are several ways to export, this was not considered in this study. The international business environment is more dynamic, while SMEs involved in international business indicate their ability to adapt to the changes that occur. Robustness, responsiveness, and pro-activeness are three dimensions of research to measure marketing agility. The ability of SMEs to run all three dimensions is an indication of their ability in marketing agility. This ability indicates their entrepreneurship capability in conducting international business. Descriptive analysis with the hypothesis test uses the t test as a description of the results of the study. Based on testing the hypothesis indicates that SMEs in East Java have the ability in marketing agility. The results of this descriptive analysis are interpreted with various opinions of scholars. The results of studies on marketing agility is one of the capabilities that can be developed in entrepreneurship, especially in the current digital era
Keywords: Marketing Agility, Capability, Entrepreneurship, SMEs
Topic: Marketing