THE IMPACT OF PARTNERSHIP PROGRAM TO THE MARKETING CAPABILITIES ON FOSTERED SMEs
DOI:
https://doi.org/10.14738/abr.712.7386Keywords:
Partnership Program, SMEs, SOEs, Marketing CapabilitiesAbstract
The aim of the paper is to exploring the impact of Partnership Program to the Marketing Capabilities On Fostered SMEs. Specifically, this paper focuses to investigate and understand an event or problem that has occurred by collecting various information which is then processed to obtain a solution to the problems uncovered can be resolved. The method of this study used a descriptive qualitative. Our analysis are based on data from 4 Fostered SMEs owners and 1 informant. The result suggest that the Partnership has not been effective against marketing capabilities. Our finding indicated that there's no training to the fostered SMEs from SOEs to increasing their marketing capability, specially in monitoring and training activity. We argue that its contrary to the regulation concerning the partnership program from government. Therefore, we recommendation for a SOEs to develop and supervise the business activities of Fostered SMEs and training on marketing by focusing on Digital Marketing and Branding. Finaly, this paper also reported for the future research.
References
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Guenzi, Paolo and Gabriele Troilo. 2006. Developing marketing capabilities for customer value creation through Marketing–Sales integration, Industrial Marketing Management 35. 974–988, doi: 10.1016/j.indmarman.2006.06.006
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Simamora and Situmeang. 2018. Analisa Pengaruh Diferensiasi Produk Terhadap Keputusan Pembelian Konsumen Pada Showroom Garuda Sibolga. Jurnal Insitusi Politeknik Ganesha Medan Juripol Vol.1 No.1.
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Sugiyono, 2012. Metode Penelitian Kuntitatif, Kualitatif dan R&D. Bandung: Alfabeta
Supriyadi and Ratna Ekawati. 2014, The Effect of Strategic Partnership On Innovation Capability and Business Performance Of Garment Industry In West Java – Indonesia, International Journal Of Scientific & Technology Research, Volume 3, ISSUE 12.
Teece, d.J., g. Pisano and A. Shuen. 1997. Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–35.
Vorhies, D. W. 1998. An investigation of the factors leading to the development of marketing capabilities and organizational effectiveness. Journal of Strategic Marketing, 6(1), 3−23.
Wahyudi, S. 2012. Entrepreneurial Branding and Selling.Yogyakarta: Graha Ilmu.
Weerawardena, J. 2003. The role of marketing capabilities in innovation-based competitive advantage. Journal of Strategic Marketing. Vol.: 11, pp.: 15-35.
Wibisono, Joseph. 2007. Dissecting Concepts & Applications CSR (Corporate Social Responsibility. Gresik: Fascho Publishing.
Wu, J. 2013. Marketing capabilities, institutional development, and the performance of emerging market firms: a multinational study. International Journal of Research in Marketing, Vol. 30 No. 1, pp. 1-15.
Aziz A, A Herani Rusland. 2009. The role of Bank Indonesia to Support Development of Micro, Small, and Medium. Jakarta: Center for Education and Studies Kebanksentralan
Banterle, A, Carraresi L., and Stranieri S. 2008, Marketing Management Capabilities os SMEs; an empirical analysis in the EU, 12th Congress of The European Association of Agricultural Economist – EAAE.
Barney, J.B., and Zajac, E.J. 1994. Competitive organizational behavior Toward an organizationally based theory of competitive advantage. Strategic Management Journal, 15,5
Christmann, P. 2000. Effects of “best practices” of environmental management on cost advantage: The role of complementary assets. Academy of Management Journal, 43(4), 663.
Day, George S. 2011. Closing the Marketing Capabilities Gap, Journal of Marketing Vol. 75, 183–195.
Drummond KE & Brefere LM. 2010. Nutrition for Foodservise and Culunary Professional 's. Seventh Edition. New Jersey. John Wiley & Sons. Page 3-4
Dutta, shantanu, Om Narasimhan and Surendra Rajiv. 1999. Success in high–technology markets: Is marketing capability critical?’, Marketing Science, 18 (4), 547–68.
Guenzi, Paolo and Gabriele Troilo. 2006. Developing marketing capabilities for customer value creation through Marketing–Sales integration, Industrial Marketing Management 35. 974–988, doi: 10.1016/j.indmarman.2006.06.006
Hart, O. 1995. Corporate governance: Some theory and implications. The Economic Journal, 105 (430), 678–689.
Hasfah, Mohammad Jafar. 2000. Kemitraan Usaha Konsepsi dan Strategi. Jakarta: Pustaka Sinar Harapan
Inan, Guven Gurkan and Aysegul Eda Kop. 2018. Marketing Capability Development in Micro Manufacturing Enterprises, American Journal of Industrial and Business Management, 8, DOI: 10.4236/ajibm.2018.81001.
Kotler, P. and Armstrong, G. 2012. Principles of Marketing. 14th Edition, Pearson Education Limited, Essex, England.
Krasnikov, Alexander and Satish Jayachandran. 2008. The relative impact of marketing, research and development, and operations capabilities on firm performance. Journal of Marketing, 72 (4), 1–11.
Maryama. 2013. Penerapan E-Commerce Dalam Meningkatkan Daya Saing Usaha. Jurnal Liquidity STIE Ahmad Dahlan Jakarta Vol. 2 No.1 Hal. 74-79
Morgan, Neil A., Shaoming Zou, Douglas W. Vorhies and Constantine S. Katsikeas. 2003. Experiential and informational knowledge, architectural marketing capabilities, and the adaptive performance of export ventures. Decision Sciences, 34 (2), 287–321.
Morgan, Neil A., Rebecca J. Slotegraaf and Douglas W. Vorhies, 2009, Linking marketing capabilities with profit growth, Intern. J. of Research in Marketing, 26, 284–293, doi:10.1016/j.ijresmar.2009.06.005
Morgan, Neil A., Douglas W. Vorhies and Charlotte H. Mason. 2009b. Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30 (8), 909–20.
Morgan,Neil A., Constantine S. Katsikeas, and DouglasW. Vorhies. 2012. Export Marketing Strategy Implementation, Export Marketing Capabilities, and Export Venture Performance. Journal of the Academy of Marketing Science, 40(2), 271–89
Potočan, Vojko. 2013. Marketing Capabilities For Innovation Based Competitive Advantage In The Slovenian Market, Innovative Issues and Approaches in Social Sciences, Vol. 6, No. 1.
Reed, richard and robert J. deFillippi. 1990. Causal ambiguity, barriers to imitation, and sustainable competitive advantage. Academy of Management Review, 15(1), 88–102.
Scheers, LV. 2011. SMEs' marketing skills in South Africa challenges. African Journal of Business Management. Vol. 5, p. 7.
Simamora and Situmeang. 2018. Analisa Pengaruh Diferensiasi Produk Terhadap Keputusan Pembelian Konsumen Pada Showroom Garuda Sibolga. Jurnal Insitusi Politeknik Ganesha Medan Juripol Vol.1 No.1.
Situmorang, J., 2008. Strategi UMKM Menghadapi Ilkim Usaha Yang Tidak Kondusif. Infokop, Volume XVI, p. 92.
Slotegraaf, R. J., & Pauwels, K. 2008. The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research, 45(3), 293–306.
SOEs, K., 2016. The Partnership Program and Community Development SOES. [Online] Available at: http://infopkbl.bumn.go.id/index.php/home/index/50 [Accessed 2018]
SOEs, the SOEs Minister Regulation K. 2107. Per-03/MBU/12/2016 dated December 16, 2016. [Online] Available at: http://jdih.bumn.go.id/lihat/PER-03/MBU/12/2016 [Accessed 2018]
Song, M., Nason, R. W., Benedetto, D. and Anthony, C. 2008. Distinctive marketing and information technology capabilities and strategic types: A cross-national investigation. Journal of International Marketing, 16(1), 4–38.
Sugiyono, 2012. Metode Penelitian Kuntitatif, Kualitatif dan R&D. Bandung: Alfabeta
Supriyadi and Ratna Ekawati. 2014, The Effect of Strategic Partnership On Innovation Capability and Business Performance Of Garment Industry In West Java – Indonesia, International Journal Of Scientific & Technology Research, Volume 3, ISSUE 12.
Teece, d.J., g. Pisano and A. Shuen. 1997. Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–35.
Vorhies, D. W. 1998. An investigation of the factors leading to the development of marketing capabilities and organizational effectiveness. Journal of Strategic Marketing, 6(1), 3−23.
Wahyudi, S. 2012. Entrepreneurial Branding and Selling.Yogyakarta: Graha Ilmu.
Weerawardena, J. 2003. The role of marketing capabilities in innovation-based competitive advantage. Journal of Strategic Marketing. Vol.: 11, pp.: 15-35.
Wibisono, Joseph. 2007. Dissecting Concepts & Applications CSR (Corporate Social Responsibility. Gresik: Fascho Publishing.
Wu, J. 2013. Marketing capabilities, institutional development, and the performance of emerging market firms: a multinational study. International Journal of Research in Marketing, Vol. 30 No. 1, pp. 1-15.
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Published
2020-01-03
How to Cite
Arief, M. (2020). THE IMPACT OF PARTNERSHIP PROGRAM TO THE MARKETING CAPABILITIES ON FOSTERED SMEs . Archives of Business Research, 7(12), 207–218. https://doi.org/10.14738/abr.712.7386
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