The role of organizational commitment, entrepreneurial orientation, and architectural marketing capabilities on improving marketing performance by using network chain capability of goods in tourism market

Autor:	Sahyar Sahyar, Hasyim Hasyim, Dina Syahreza
Rok vydání:	2021
Předmět:	Chain (algebraic topology) lcsh:HF5735-5746 Entrepreneurial orientation Organizational commitment Business lcsh:Business records management Orientation (graph theory) Marketing General Business Management and Accounting Tourism Tourism market
Zdroj:	Management Science Letters, Pp 1415-1420 (2021)
ISSN:	1923-9343 1923-9335
Popis:	Entrepreneurial orientation is carried out to improve management's ability to deal with market changes. This study examines a new concept of network chain capability that is capable of mediating the relationship between entrepreneurial orientation and marketing performance of goods in tourism market. The study also verifies the architectural marketing capabilities and organizational commitment to improve network chain capabilities that have an impact on marketing performance of goods in tourism market. In this study, 6 hypotheses are developed and tested with data collected from 185 respondents in the handicraft industry focused on tourism market. Data are analyzed using AMOS 22.0 statistical software which successfully tested 6 hypotheses with significant results. The study proves that network chain capability is declared feasible as a mediating variable. Managerially, network chain capabilities can be practiced as a marketing tool to improve performance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b03fb6c8d65e5bfed0539d555aaca260 https://doi.org/10.5267/j.msl.2020.10.025 Zobrazit plný text záznamu