Explorando o papel da maniobrabilidade do márketing na vinculación da orientación empresarial e o desempeño do márketing

• Andi Setiawan ^[1] ; I Made Sukresna ^[1]
  1. [1] Diponegoro University

     Diponegoro University

     Indonesia

     
• Localización: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais, ISSN-e 2255-5951, ISSN 1132-2799, Vol. 33, Nº. 3, 2024, págs. 129-162
• Idioma: gallego
• DOI: 10.15304/rge.33.3.9873
• Títulos paralelos:
  • Exploring Marketing Maneuverability's Role in Linking Entrepreneurial Orientation and Marketing Performance
• Enlaces
  • Texto completo
• Resumen
  • galego

    Baseándose na teoría da Vantaxe-Recursos (teoría R-A), este estudo tenta desenvolver un marco sólido para a maniobrabilidade do márketing (MM) que podería utilizarse como medio para optimizar o papel da orientación empresarial (EO) e mellorar o desempeño do márketing (MP). Este estudo desenvolve a MM nun esforzo por mellorar o MP dos salóns de peiteado madureses, clasificados como pequenas e medianas empresas (PEMES), en Central Java, Indonesia. Ademais, a MM reforza a influencia do valor de encontro do servizo (SEV) e a vantaxe de penetración no mercado (MPA) nos MP. En consecuencia, a MM podería axudar ás PEMES para aplicar o SEV e o MPA, o que melloraría os MP. Este estudo afonda na aplicación da teoría R-A verificando que a xestión da MM mellora os MP grazas á súa capacidade para aliñar o EO, o SEV e a MPA.

  • English

    Based on the Resource-Advantage theory (R-A theory), this study attempts to develop a solid framework for marketing maneuverability (MM), which could be used as a lever to optimize the role of entrepreneurial orientation (EO) and improve marketing performance (MP). This study develops MM in an effort to improve the MP of Madurese hairdressing salons, classified as small-medium enterprises (SMEs), in Central Java, Indonesia. In addition, MM strengthens the influence of service encounter value (SEV) and market penetration advantage (MPA) on marketing performance (MP). As a result, MM could help SMEs implement SEV and MPA, leading to enhanced MP. This study further explores the application of the R-A theory by verifying that MM improves MP due to its ability to align EO, SEV, and MPA.

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