Enterpreneurship Orientation and Social Capital in Pricing Strategy: A Case of Small Enterprises in East Java

., Suyanto and Pratono, Aluisius Hery (2014) Enterpreneurship Orientation and Social Capital in Pricing Strategy: A Case of Small Enterprises in East Java. In: Proceedings of International Conference on Economic and Information System Management. STIE Multi Data Palembang, Palembang, pp. 1-10. ISBN 978-602-71513-0-7

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Abstract

This study examines the impact of entrepreneurship orientation and social capital to pricing strategy in small firms in East Java. A mix qualitative and quantitative research method is applied to 168 small firms. The key findings from the qualitative method is that small firms tend to set a low price for their products, price discount is provided for loyal customers, cost-based transfer pricing is adopted, close relationship between owners and workers and among workers are maintained, and aggressiveness is not a nature of entrepreneurship orientation in the small firms. The findings of quantitative method complement the qualitative method by showing three key results: (1) aggressiveness in innovation and autonomy in risk taker are two important entrepreneurship orientation factors influence the capability of the observed small firms in setting price for new products; (2) both aggressiveness in innovation and autonomy in risk taker determine the marketing program (one of the pricing strategy) in the small firms; (3) sharing goals is a key factor in social capital that affecting the good communication with customers.

Item Type: Book Section
Uncontrolled Keywords: Enterpreneurship orientation, social capital, pricing strategy, small enterprises, East Java
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Business and Economic > Department of Economic
Depositing User: Suyanto 3198
Date Deposited: 10 Mar 2016 07:49
Last Modified: 10 Mar 2016 07:49
URI: http://repository.ubaya.ac.id/id/eprint/26914

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