ANALISIS PENGARUH FAKTOR EKSTERNAL DAN INTERNAL TERHADAP KOMPETENSI PENGETAHUAN PASAR DALAM PENGEMBANGAN PRODUK BARU SOFTWARE SOLUTIONS PT. ASTRA GRAPHIA

Abstract

Abstract The major new trends in global economics, As the overall system grows in size and complexity. Rapid technological developments and increasing market turbulences have added new dimensions to an already complex scenario.. Organization face the challenges of the markets of tomorrows, marketing strategy must be addressed in the changing information environment. Company must be able to utilize market knowledge to remain proactive in their environments. In recent years, there has been a trend among organizations to forge a linkage between markets and new product development activities. As in PT. Astra Graphia, the tight competition in software industry make the company should have market knowledge competences in order to enhance its new product advantage. In the completion of The market knowledge competences research, informations data collection analyzed quantitative methods. Quantitative analysis using Structural Equations Modelling (SEM) that operationalized by Analysis of Moment Structure program. The result analysis finding that external and internal factor has positif impact to market knowledge competence exerts a positive influence on new product advantage. The external antecedents customer demandingness, competition intensity, and internal factor perceived important of market knowledge by top management has sigificant and positive impact on the company market knowledge competence. The result also reveal a positive association between market knowledge competence and new product advantage. Abstract The major new trends in global economics, As the overall system grows in size and complexity. Rapid technological developments and increasing market turbulences have added new dimensions to an already complex scenario.. Organization face the challenges of the markets of tomorrows, marketing strategy must be addressed in the changing information environment. Company must be able to utilize market knowledge to remain proactive in their environments. In recent years, there has been a trend among organizations to forge a linkage between markets and new product development activities. As in PT. Astra Graphia, the tight competition in software industry make the company should have market knowledge competences in order to enhance its new product advantage. In the completion of The market knowledge competences research, informations data collection analyzed quantitative methods. Quantitative analysis using Structural Equations Modelling (SEM) that operationalized by Analysis of Moment Structure program. The result analysis finding that external and internal factor has positif impact to market knowledge competence exerts a positive influence on new product advantage. The external antecedents customer demandingness, competition intensity, and internal factor perceived important of market knowledge by top management has sigificant and positive impact on the company market knowledge competence. The result also reveal a positive association between market knowledge competence and new product advantage.