Dynamic Marketing Capabilities and Company Performance: Marketing Regression Analysis on SMEs in Indonesian Ari Riswanto, Ratih Huriyati, Lili Adi Wobowo, Heni Hendrayani
Sekolah Pascasarjana Doktor Ilmu Manajemen
Universitas Pendidikan Indonesia
Bandung, Indonesia
aririswanto[at]upi.edu
Abstract
Since a few years ago, the thinking associated with dynamic planting became one of the most interesting in reading science management, the challenges of various studies proving the manifestations of theoretical studies. Now, one of the most important issues is the role of marketing function in the development of dynamic capability concept, even at the moment there is a new term in marketing that is "dynamic marketing capabilities." This is interesting, as some previous studies have conducted assessments related to building dynamic marketing capabilities (DMC). A key part of dynamic marketing capability is basically aimed at improving company performance. The main problem that exists in developing and apart from advancing the company that is often a constraint is the poor quality or performance of the marketing department. This study will test the dynamic marketing capability (DMC) with the companys performance in the marketing department, which is done on some small and medium enterprises (SMEs) in Indonesia as one of the developing countries. The results showed that there is a positive influence between the variables studied. Finally, the implications from this research for the marketing department should improve in terms of dynamic marketing capabilities (DMC) including strategic marketing capabilities, planning marketing capabilities and market knowledge capabilities.
Keywords: Dynamic Marketing Capabilities, Company Performance, Regression Analysis, SMEs
