Detail Techno-Entrepreneurial Relationship Marketing to ignite the SMEs Marketing Performance in Indonesia (article of Quality Access to Success vol.19 no.167 Dec 2018 p.98-106) Bibliografi Author: Mulyono, Lalu Edy Herman ; Setiyaningrum, Ari ; Ferdinand, Augusty Tae Topik: entrepreneurial marketing; relationship marketing; entrepreneurial orientation; marketing performance; SME; JABFUNG-FEB-ARI-2020-03 Bahasa: (EN )     Penerbit: Romanian Society for Quality Assurance     Tempat Terbit: Bucharest, Romania    Tahun Terbit: 2018     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: 03 SCOPUS2-Techno-EntrepreneurialRelationshipMarketing.pdf (391.63KB; 2 download) Abstract The main purpose of this study are to propose and examine a framework of Techno-Entrepreneurial Relationship Marketing (TERM) to bridge the gap between entrepreneurial orientation and firm performance. Especially, this study exploring the role of techno-entrepreneurial relationship marketing, responsiveness capability, and interaction proactiveness on increasing marketing performance in the context of Small and Medium Enterprises (SMEs). This study was conducted by survey method through distributing the questionnaires to 100 owners and managers of SMEs in Indonesia. By using structural equations model analysis to examine the proposed model, this study indicated that both information technology adoption and entrepreneurial orientation did not influenced techno-entrepreneurial relationship marketing; techno-entrepreneurial relationship marketing influenced responsiveness capability, interaction proactiveness, and marketing performance significantly. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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