Market Orientation and Market Performance Analysis for Business Sustainability and Competitive Advantage
Kata Kunci:
Market Orientation, Market Performance, Business Sustainability, Competitive AdvantageAbstrak
Abstract
This quantitative study investigates the relationships among market orientation, market performance, business sustainability, and competitive advantage in the context of PT Polytron Kudus. Market orientation is conceptualized as a strategic approach that enhances organizational responsiveness to customer needs, potentially leading to improved competitive advantage and market performance. The research methodology involves collecting survey data from a sample of PT Polytron Kudus customers, using a structured questionnaire designed to measure perceptions of market orientation, business performance indicators, and sustainability practices. Data analysis employs Structural Equation Modeling Partial Least Squares (SEM PLS) to test the proposed hypotheses and examine the complex interrelationships among the variables. The study aims to provide empirical evidence and theoretical insights into how market orientation influences business sustainability and competitive advantage, offering implications for strategic management and marketing practices.
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