A study Preemptive Market Exsploitability and Marketing Performance : an Perspective of Resources Advantages Theory of Competition Tumpal P.Situmorang, Augusty Tae Ferdinand, and Farida INDRIANI
(1) Diponegoro University
(2) Wira Wacana Christian University
Abstract
A dynamic environment needs resource speed in exploration of market opportunity and development of innovative products needed by the market. A company that is able to enter the market ahead of its competitors will have its competitive position increased. Strategic entrepreneurship is related to creation of company^s competitive advantage in exploration of opportunity in a creative and innovative manner. Entrepreneurship drives small and medium enterprises to enhance their productivity and performance.
Preemptive strategy effectively prevents competitors from entering the market. A resource that aggressively explores the market may potentially drive development and introduction of its products. The objective of this research was to settle the gap of research on entrepreneurial orientation with marketing performance. A new concept was used, Preemptive Market Exploitability, to settle the gap through the theory approach of the Resource-Advantage Theory of Competition. The research samples were owners and managements of small and medium enterprises of creative industrial sector, handicraft sub-sector in Solo, Jepara and Bantul, Central Java. The research samples consisted of 400 respondents that were sampled using a purposive sampling method. The structural equation was used for the test. The test results show that the preemptive market exploitability mediation variable between entrepreneurial orientation and marketing performance is capable of enhancing marketing performance. Quality based differentiation and use of technology are capable of enhancing marketing performance
Keywords: Entrepreneurial Orientation, Preemptive Market Exploitability, and Marketing Performance
