MEMBANGUN MODEL ORCHESTRATED PRODUCT ADVANTAGES UNTUK MENINGKATKAN KINERJA PEMASARAN (Studi Empiris Pada Large Scale Enterprises di Indonesia dan China)

Abstract

Previous findings of product differentiation’s direct effect on marketing performance are still arguable due to the inconsistencies. In a short term, product differentiation significantly contributes on marketing performance; however it is insignificant for long terms as competitors could imitate the way it differentiated. Business phenomenon of manufactures’ marketing performance, specifically electronics devices and home appliances in Indonesia showed fluctuated trends during years, mean while’s, China’s manufacture marketing performance showed a significant increased. Current comparison study constructed orchestrated product advantages to fill the research gap between product differentiation and marketing performance, and Orchestrated Product Advantages (OPA) as mediating. Current research deployed 400 manufactures in Indonesia and 440 Chinas’ manufacturers as samples. Data gathering through survey with questionnaires, data analyzed with structural equation modeling with statistical software Amos version 18. Analyses for each countries then multi-group analysis conducted. The findings suggested that in order to increase manufactures’ marketing performance in both countries, firms should consider the orchestrated Product Advantages. This study provides evidences such as 1) the insignificant impact of product differentiation on marketing performance in neither Indonesia nor China; 2) it is statistically proves that product differentiation as the antecedents of orchestrated product advantages as it shows a positive impact on orchestrated product advantages. 3) Green Innovation Capability has a strong effect on as the antecedent of orchestrated product advantage 4) Green Innovation Capability has a positive impact on marketing performance. 5) Technological use capability also has a strong effect on orchestrated product advantages. 6) A significant impact of technological use capability on marketing performance 7) Orchestrated product advantages has a positive impact on marketing performance.