The effect of innovation capability and new product development on marketing performance of batik SMEs

• Autorzy: Mahmud M. , Aryanto V. D. W. , Hasyim H.

Identyfikatory

DOI

10.17512/pjms.2017.15.2.12

Warianty tytułu

PL

Wpływ zdolności innowacyjnej i rozwoju nowego produktu na wydajność marketingową MŚP batikarskich

• Języki publikacji: EN

Abstrakty

EN

The role of innovation capability to produce new product becomes crucial and important factor for sustainable marketing performance. The purpose of this paper is to explain the causes of different or contradictory results of research the innovation capabilities on marketing performance. This study discusses about success finding of new product development in increasing marketing performance. This study was conducted on 322 traditional textile batik SMEs in Central Java. The main objective of this study is to analyze on how innovation capability, mediated with new product development, can increase marketing performance. The finding shows that marketing performance can be increased by innovation capability through new product development mediation. This study describes each concept and suggestions for the betterment of new product development in the future.

PL

Rola potencjału innowacji w wytwarzaniu nowego produktu staje się istotnym i ważnym czynnikiem dla zrównoważonej wydajności marketingu. Celem artykułu jest wyjaśnienie przyczyn odmiennych lub sprzecznych wyników badań nad możliwościami innowacyjnymi w odniesieniu do wydajności marketingowej. Niniejsze opracowanie rozpatruje rozwój nowego produktu w zwiększaniu wydajności marketingowej. Badanie zostało przeprowadzone na 322 tradycyjnych batikarskich MŚP włókienniczych w Centralnej Jawie. Głównym celem tego badania jest analiza, w jaki sposób zdolność innowacyjna, pośrednicząca w rozwoju nowych produktów, może promować wydajność marketingową. Wyniki wskazują, że wydajność marketingowa może być zwiększona przez zdolności innowacyjne poprzez pośrednictwo w rozwoju nowego produktu. W artykule opisano różne koncepcje i sugestie dotyczące lepszego rozwoju nowych produktów w przyszłości.

Słowa kluczowe

EN

innovation capability; new product development; marketing performance

PL

zdolność innowacyjna; rozwój nowych produktów; wydajność marketingowa

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2017
• Tom: Vol. 15, No. 2
• Strony: 132--142
• Opis fizyczny: Bibliogr. 35 poz., rys., tab.

Twórcy

autor

Mahmud M.

• Departement of Management, School of Economics and Business Diponegoro University Semarang

autor

Aryanto V. D. W.

• Departement of Management, School of Economics and Business Dian Nuswantoro University

autor

Hasyim H.

• School of Economics, State University of Medan

Bibliografia

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).