Membangun Keunggulan Produk Ikonik Untuk Meningkatkan Kinerja Pemasaran UMKM [Establishing Advantages of Iconic Products to Improve Marketing Performance of SMEs]

Ahmad Hanfan

Abstract


This study aims to develop a new concept of the iconic product advantage as a bridge to solve the research gap on the impact of product development capability on marketing performance. This new concept is studied through relevant theory and tested through empirical research. Data were collected empirically from the owner of Salted Egg (micro, small and medium enterprises MSME) in Brebes, Central Java Province, Indonesia. The sample distribution was given to 115 respondents by using sample random sampling technique. The structural equation model (SEM) with AMOS 22 software is used to test the model and research hypothesis. Four hypotheses are proposed, and all hypotheses are accepted with the support of existing data, as well as showing primarily the strategic role of iconic product advantage in bridging the capabilities of product development and marketing performance. This study aims to enrich the literature as well as contribute to the science associated with the product development model of excellence. Furthermore, managerial implications and further research are also discussed in this article.

Bahasa Indonesia Abstrak:  Penelitian ini bertujuan untuk mengembangkan konsep baru keunggulan produk ikonik sebagai jembatan untuk memecahkan kesenjangan penelitian mengenai dampak kemampuan pengembangan produk terhadap kinerja pemasaran. Konsep baru ini dipelajari melalui teori yang relevan dan diuji melalui penelitian empiris. Data dikumpulkan secara empiris dari pemilik telur asin UMKM (Usaha Mikro, Kecil dan Menengah) di Brebes, Provinsi Jawa Tengah, Indonesia. Distribusi sampel diberikan kepada 115 responden dengan menggunakan teknik sample random sampling. Model persamaan struktural (SEM) dengan perangkat lunak AMOS 22 digunakan untuk menguji model dan hipotesis penelitian. Empat hipotesis diajukan, dan semua hipotesis diterima dengan dukungan data yang ada, serta menunjukkan terutama peran strategis keunggulan produk ikonik dalam menjembatani kemampuan pengembangan produk dan kinerja pemasaran. Penelitian ini bertujuan untuk memperkaya literatur serta memberikan kontribusi terhadap ilmu pengetahuan yang terkait dengan model pengembangan keunggulan produk. Selanjutnya, implikasi manajerial dan penelitian lebih lanjut juga dibahas dalam artikel ini.


Keywords


Theory of Resource-Based View (RBV); Reputasi Produk; Kapabilitas Pengembangan Produk; Kualitas Penginderaan Pelanggan; Keunggulan Produk Ikonik; Kinerja Pemasaran; SMEs



DOI: http://dx.doi.org/10.19166/derema.v12i2.585

Full Text

PDF

References


Aaker, D. A. (1989). Managing assets and skills: The key to a sustainable competitive advantage. California Management Review, 31(2), 91. https://doi.org/10.2307/41166561

Acikdilli, G. (2013). The effect of marketing capabilities and export market orientation on export performance. Interdisciplinary Journal of Contemporary Research in Business 5(6), 30-59.

Agboh, I. C. (2014). Competitive intelligence framework for product development: An antidote to manufacturers’ penetration of nigerian consumer market. Global Conference on Business and Finance Proceedings, 9(2):28-36.

Amit, R., & Schoemaker, P. J. H. (1993). Strategic assets and organizational rent. Strategic Management Journal, 14, 33-46. https://doi.org/10.1002/smj.4250140105

Aydin, S., Cetin, A. T., & Ozer, G. (2007). The relationship between marketing and product development process and their effects on firm performance. Academy of Marketing Studies Journal, 11(1), 53-68.

Azizi, S., Movahed S. A., & Khah, M. H. (2009). The effect of marketing strategy and marketing capability on business performance. Case study: Iran’s medical equipment sector. Journal of Medical Marketing, 9(4), 309-317. https://doi.org/10.1057/jmm.2009.33

Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of Academy of Marketing Science, 27(4), 411-427. https://doi.org/10.1177/0092070399274002

Baker, W. E., & Sinkula, J. M. (2005). Environmental Marketing Strategy and Firm Performance: Effects on New Product Performance and Market Share. Academy of Marketing Science, 33(4), 461-475. https://doi.org/10.1177/0092070305276119

Banerjee, S., & Soberman, D. A. (2013). Product development capability and marketing strategy for new durable products. Intern. J. of Research in Marketing, 30(3), 276-291. https://doi.org/10.1016/j.ijresmar.2013.01.003

Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. https://doi.org/10.1177/014920639101700108

Baser, H., & Morgan, P. (2008). Capacity, change and performance: Study report. in European Centre for Development Policy Management, 1-157.

Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual mode and reseach propositions. Journal of Marketing, 57(4), 83-99. https://doi.org/10.2307/1252221

Brady, M. K., & Cronin, J. J. J. (2001). Customer orientation effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251. https://doi.org/10.1177/109467050133005

Broniarczyk, S. M., & Gershoff, A. D. (2003). The reciprocal effects of brand equity and trivial attributes. Journal of Marketing Research, 40(2), 161–175. https://doi.org/10.1509/jmkr.40.2.161.19222

Cabral, L. (2012). Living up to expectations: Corporate reputation and sustainable competitive advantage. Working Papers. New York: New York University, Leonard N. Stern School of Business, Department of Economics.

Cao, Q., Gedajlovic, E., & Zhang, H. (2009). Unpacking organizational ambidexterity: Dimensions, contingencies, and synergistic effects. Organization Science, 20(4), 781–796. https://doi.org/10.1287/orsc.1090.0426

Claudiu-Catalin, M., Dorian-Laurenţiu, F., & Andreea, P. (2014). The effects of faulty or potentially harmful products on brand reputation and social responsibility of business. JEL, 16(35), 58-72.

Cohen, W. M., & D. A. Levinthal. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553

Colgate, M. (1998). Creating sustainable competitive advantage through marketing information system technology: A triangulation methodology within the banking industry. The International Journal of Bank Marketing, 16(2), 80-89. https://doi.org/10.1108/02652329810206734

Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52. https://doi.org/10.2307/1251915

Day, G. S., & Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive. Journal of Marketing, 52(2), 1-20. https://doi.org/10.2307/1251261

Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: Is marketing capability critical? Marketing Science, 18(4), 547-568. https://doi.org/10.1287/mksc.18.4.547

Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10/11), 1105-1121. https://doi.org/10.1002/1097-0266(200010/11)21:10/11<1105::AID-SMJ133>3.0.CO;2-E

Ferdinand, A. T. (2000). Manajemen pemasaran: Sebuah pendekatan stratejik. Reseach Paper Series, (01), 1-55.

Ferdinand, A. T. (2003). Sustainable competitive advantage: Sebuah eksplorasi model konseptual. Reseach Paper Series. Semarang, Indonesia: Fakultas Ekonomi Universitas Diponegoro.

Fitriani, L. K. (2014). Produk ikonik akulturatif. Disertasi. Program Doktor Ilmu ekonomi Bidang Kajian Manajemen Pemasaran Universitas Diponegoro. Semarang, Indonesia: Penerbit Pustaka Magister.

Foley, A., & Fahy, J. (2004). Towards a further understanding of the development of market orientation in the firm: A conceptual framework based on the market-sensing capability. Journal Of Strategic Marketing, 12, 219-230. https://doi.org/10.1080/0965254042000308048

Folinas, D., & Rabi, S. (2012). Estimating benefits of demand sensing for consumer goods organisations. Journal of Database Marketing & Customer Strategy Management, 19(4), 245-261. https://doi.org/10.1057/dbm.2012.22

Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233-258. https://doi.org/10.2307/256324

Foon, L. S. (2009). Capabilities differentials as sources of sustainable competitive advantage. International Journal of Business and Society, 10(2), 20-38.

Foss, N. J. (1999). Networks, capabilities and competitive advantage. Scandinavian Journal of Management 15(1), 1-15. https://doi.org/10.1016/S0956-5221(98)00030-X

Ghozali, I. (2011). Model Persamaan Structural, Konsep dan Aplikasi Dengan Program Amos 21.0: Semarang, Indonesia: Badan Penerbit Universitas Diponegoro.

Grunwald, G., & Hempelmann, B. (2010). Impacts of reputation for quality on perceptions of company responsibility and product-related dangers in times of product-recall and public complaints crises: Results from an empirical investigation. Corporate Reputation Review, 13(4), 264-283. https://doi.org/10.1057/crr.2010.23

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Henderson, R., & Cockburn, I. (1994). Measuring competence? Exploring firm effects in pharmaceutical research. Strategic Management Journal, 15, 63-84. https://doi.org/10.1002/smj.4250150906

Herbig, P., & Milewicz, J. (1993). The relationship of reputation and credibility to brand success. The Journal of Consumer Marketing, 10(3), 18-24. https://doi.org/10.1108/EUM0000000002601

Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Cambridge, MA: Harvard University Press.

Hsu, C. W., Chen, H., & Jen, L. (2008). Resource linkages and capability development. Industrial Marketing Management, 37(6), 677-685. https://doi.org/10.1016/j.indmarman.2007.12.001

Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42-54. https://doi.org/10.2307/1251742

Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and concequences. Journal of Marketing, 57(3), 53-70. https://doi.org/10.2307/1251854

Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600. https://doi.org/10.1086/346254

Keller, K. L. (2013). Strategic brand management: Building, measuring and managing brand equity (4th ed.). London: Pearson.

Kotler, P. (2002). Marketing management (10th ed.). Upper Saddle River, NJ: Pearson.

Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Upper Saddle River, NJ: Pearson.

Kusmantini, T., Utami, Y., & Wahyuningsih , T. (2011). Analisis faktor-faktor kontekstual proses pengembangan produk dan dampaknya pada kualitas produk baru. Karisma, 5(2):116-128.

Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62(4), 13-29. https://doi.org/10.2307/1252284

Li, Y. H., & Huang, J. W. (2012). Ambidexterity's mediating impact on product development proficiency and new product performance. Industrial Marketing Management, 41(7), 1125–1132. https://doi.org/10.1016/j.indmarman.2012.05.002

Lin, C., & Hsu, M. L. (2007). A GDSS for ranking a firm's core capability strategies. The Journal of Computer Information Systems, 47(4), 111-130.

Lubatkin, M. H., Simsek, Z., Ling, Y., & Veiga, J. F. (2006). Ambidexterity and performance in small-to medium-sized firms: The pivotal role of top management team behavioral integration. Journal of Management, 32(5), 646-672. https://doi.org/10.1177/0149206306290712

Massey, J. E. (2003). A Theory of Organizational image management: Antecedents, processes & outcomes. Paper presented at the International Academy of Business Disciplines Annual Conference, April, 2003. Orlando: International Academy of Business Disciplines Annual Conference

Miles, M. P., & Covin, J. G. (2000). Environmental marketing: A source of reputational, competitive, and financial advantage. Journal of Business Ethics, 23(3), 299-311. https://doi.org/10.1023/A:1006214509281

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35. https://doi.org/10.2307/1251757

Neill, S., McKee, D., & Rose, G. M. (2007). Developing the organization’s sensemaking capability: Precursor to an adaptive strategic marketing response. Industrial Marketing Management, 36(6), 31-44. https://doi.org/10.1016/j.indmarman.2006.05.008

Nowlis, S. M., & Simonson , I. (1996). The effect of new product features on brand choice. Journal of Marketing Research, 33(1):36-46. https://doi.org/10.2307/3152011

Olivares, M. A., & Lado, N. (2003). Market orientation and business economic performance: A mediated model. International Journal of Service Industry Management, 14(3), 284-309. https://doi.org/10.1108/09564230310478837

Pelham, A. M. (1997). Mediating influences on the relationship between market orientation and profitability in small industrial firms. Journal of Marketing Theory and Practice, 5(3):55-76. https://doi.org/10.1080/10696679.1997.11501771

Peteraf, M. A. (1993). The cornerstones of competitive advantage: A resource based view. Strategic Management Journal, 14(3), 179-191. https://doi.org/10.1002/smj.4250140303

Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press.

Power, D. (2010). The difference principle? Shaping competitive advantage in the cultural product industries. Geografiska Annaler : Series B, Human Geography, 92(2), 145-158. https://doi.org/10.1111/j.1468-0467.2010.00339.x

Ramaswami, S. N., Srivastava, R. K., & Bhargava, M. (2009). Market-based capabilities and financial performance of firms: Insights into marketing’s contribution to firm value. Journal of the Academy of Marketing Science. 37(2), 97–116. https://doi.org/10.1007/s11747-008-0120-2

Raphael, A., & Schoemaker, P. J. (1993). Strategic asset and organizational rent. Strategic Management Journal, 14(1), 33-46. https://doi.org/10.1002/smj.4250140105

Robert, M., G. (1991). The resourced-based theory of competitive advantage: Implications for strategy formulation. California Management Review, 33(3), 114-135. https://doi.org/10.2307/41166664

Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077-1093. https://doi.org/10.1002/smj.274

Russo, M. V., & Fouts, P. A. (1997). A resource-based perspective on corporate environmental performance and profitability. Academy of Management Journal, 40(3), 534-559. https://doi.org/10.2307/257052

Sethi, R. (2000). New product quality and product development teams. Journal of Marketing, 64(2), 1-14. https://doi.org/10.1509/jmkg.64.2.1.17999

Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74. https://doi.org/10.2307/1252120

Smith, R. E., & Wright, W. F. (2004). Determinants of customer loyalty and financial performance. Journal of Management Accounting Research, 16(1), 183-205. https://doi.org/10.2308/jmar.2004.16.1.183

Song, X. M., & Parry, M. E. (1997). A cross-national comparative study of new product development processes: Japan and the United States. Journal of Marketing, 61(2), 1-18. https://doi.org/10.2307/1251827

Srivastava, R. K., Shervani T. A., & Fahey , L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 62(1), 2-18. https://doi.org/10.2307/1251799

Srivastava, R. K., Shervani, T. A., & Fahey, L. (1999). Marketing, business processes, and shareholder value: An organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, 63(4), 168-179. https://doi.org/10.2307/1252110

Suh, T., & Amine, L. S. (2007). Defining and managing reputational capital in global markets. Journal of Marketing Theory and Practice, 15(3), 205-217. https://doi.org/10.2753/MTP1069-6679150302

Suherna. (2014). Membangun kapabilitas penetrasi pasar berkarakter familiaritas untuk meningkatkan kinerja pemasaran. Disertasi. Semarang, Indonesia: Program Studi Doktor Ilmu Ekonomi, Universitas Diponegoro.

Sun, P. C. (2010). Differentiating high involved product by trivial attributes for product line extension strategy. European Journal of Marketing, 44(11/12), 1557-1575. https://doi.org/10.1108/03090561011079792

Sundar, G. B., Varadarajan, R. P., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A Conceptual Model and Reseach Propositions. Journal of Marketing 57(4), 83-99. https://doi.org/10.2307/1252221

Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic Capabilities and Strategic Management. Strategic Management Journal, 18(7), 509-533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z

Tian, J., K. Wang, Y. Chen, & Johansson, B. (2010). From IT deployment capabilities to competitive advantage: An exploratory study in China. Information System Frontiers, 12(3), 239-255. https://doi.org/10.1007/s10796-009-9182-z

Tomita, J. (2009). New product development and evaluating capabilities: The case of the material industry. Annals of Business Administrative Science, 8, 43-54. https://doi.org/10.7880/abas.8.43

Tooksoon, P., & Mohamad, O. (2010). Marketing capability and export performance: the moderating effect of export dependence. The South East Asian Journal Of Management, 4(1), 39-52.

Ulrich, D. (1991). Organizational capability: Creating competitive advantage. The Executive, 5(1), 77-92. https://doi.org/10.5465/AME.1991.4274728

Ulrich, K. T., & Eppinger, S. D. (2004). Product eesign and development (3rd ed.). New York: McGraw-Hill

Veith, A., Assaf, A., & Josiassen, A. (2011). Facilitating value co-creation: gaining a competitive advantage through differentiation. Proceeding The 1st International Conference on Management, Leadership and Governance (ICMLG 2013). Bangkok, Thailand: The 1st International Conference on Management, Leadership and Governance.

Vesalainen, J., & Hakala, H. (2014). Strategic capability architecture: The role of network capability. Industrial Marketing Management, 43(6), 938–950. https://doi.org/10.1016/j.indmarman.2014.05.008

Wang, C. H. (2014). How relational capital mediates the effect of corporate reputation on competitive advantage: Evidence from Taiwan high-tech industry. Technological Forecasting & Social Change, 82, 167-176. https://doi.org/10.1016/j.techfore.2013.06.009

Wang, C. L., & Ahmed, P. K. (2004). The development and validation of the organisational innovativeness construct using confirmatory factor analysis. European Journal of Innovation Management, 7(4):303-313. https://doi.org/10.1108/14601060410565056

Weick, K. E., Sutcliffe, K. M., & Obstfeld, D. (2005). Organizing and the process of sensemaking. Organization Science, 16(4),409-421. https://doi.org/10.1287/orsc.1050.0133

Weigelt, K., & Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443-454. https://doi.org/10.1002/smj.4250090505

Wernefelt, B. (1984). A resourced based view of the firm. Strategic Management Journal, 5(2), 171-180. https://doi.org/10.1002/smj.4250050207

Winter, S. G. (2003). Understanding dynamic capabilities. Strategic Management Journal, 24(10), 991-995. https://doi.org/10.1002/smj.318

Zahay, D. L., & Handfield, R. B. (2004). The role of learning and technical capabilities in predicting adoption of B2B technologies. Industrial Marketing Management, 33, 627- 641. https://doi.org/10.1016/j.indmarman.2003.10.004

Zahra, S. A., & Das, S. S. (1993). Innovation Strategy and Financial Performance in Manufacturing Companies: An Empirical Study. Production and Operation Management, 2(1), 15-37. https://doi.org/10.1111/j.1937-5956.1993.tb00036.x

Zhang, J., & Wu, W. (2013). Social capital and new product development outcomes: The mediating role of sensing capability in Chinese high-tech firms. Journal of World Business, 48(4), 539–548. https://doi.org/10.1016/j.jwb.2012.09.009


Cited by

  • There are currently no citations to this article.


Bookmark and Share


Copyright (c) 2017 Ahmad Hanfan

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Department of Management | Business School | Universitas Pelita Harapan | Indonesia | +62 21 546 0901 |  jurnal.derema@uph.edu