Strengthening micro-entrepreneurs in Indonesia through technical marketing strategies

• Autores: Ardhitya Alam Wiguna, Raden Andi Sularso, Imam Suroso, Handriyono Handriyono, Deasy Wulandari, Arnis Budi Susanto
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 69, Nº. 2 (Especial Mercadotecnia), 2024, págs. 316-340
• Idioma: español
• Títulos paralelos:
  • Fortalecimiento de los microempresarios en Indonesia a través de estrategias técnicas de comercialización
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Global competition is currently affecting every business or organization. Entrepreneurship has grown to prominence in the field of study due to its capacity to dynamize the economy with the help of technological skills and access to funding for the business performance of micro-entrepreneurs. The purpose of this study is to test and determine the impact of entrepreneurial orientation, and market orientation on technical marketing strategy and business performance in Indonesia. Respondents in this study are owners or partners of micro-businesses located in the Regional Coordinating Board II and III, East Java Province, Indonesia. The findings of this study show that while micro-entrepreneurs recognize the need for technology marketing strategies, the assumption of competitive advantage highlights the need to develop plans that can differentiate our company from competitors. Furthermore, research contributions related to the importance of technical marketing strategies to the performance of a company can be achieved by paying attention to the results of decision-making, having a wide network to introduce products, and the results owned are very useful for business development so far

  • English

    En la actualidad, la competencia global está afectando a todas las empresas u organizaciones. El emprendimiento ha cobrado protagonismo en el campo de estudio debido a su capacidad para dinamizar la economía con la ayuda de habilidades tecnológicas y el acceso a financiamiento para el desempeño empresarial de los microempresarios. El propósito de este estudio es probar y determinar el impacto de la orientación empresarial y la orientación al mercado en la estrategia de marketing técnico y el desempeño comercial en Indonesia. Los encuestados en este estudio son propietarios o socios de microempresas ubicadas en la Junta Regional de Coordinación II y III, Provincia de Java Oriental, Indonesia. Los resultados de este estudio muestran que, si bien los microempresarios reconocen la necesidad de estrategias de marketing tecnológico, la asunción de ventaja competitiva resalta la necesidad de desarrollar planes que puedan diferenciar a nuestra empresa de la competencia. Además, las contribuciones de investigación relacionadas con la importancia de las estrategias técnicas de marketing para el desempeño de una empresa se pueden lograr prestando atención a los resultados de la toma de decisiones, teniendo una amplia red para introducir productos, y los resultados que posee son muy útiles para el desarrollo empresarial hasta el momento

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