Product development under information technological turbulence: The role of marketing communication for competitive advantage in small businesses enterprises

Pratono, Aluisius Hery and Herdiana, Wyna and Wen, Teoh Chai (2022) Product development under information technological turbulence: The role of marketing communication for competitive advantage in small businesses enterprises. In: Contextual Strategic Entrepreneurship. Springer, pp. 137-154.

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Official URL / DOI: https://doi.org/10.1007/978-3-030-86028-8_8

Abstract

This study’s intention was to investigate the impact of marketing communication capability on sustainable competitive advantage by examining the mediating effect of product development and selling capabilities. We also explore the effect of information technological turbulence in the relationship between marketing communication capability and firm competitive advantage. This study proposes a structural equation model to empirically test the relationships between marketing communication, selling capability, product development, and sustainable competitive advantage. Drawing from the SMEs database provided by the Ministry of Cooperative and SMEs in Indonesia, the random sample adopts a self-administered mail survey for data collection. The results indicate that marketing communication capability brings a positive impact on product development capability, which in turn strengthens the sales capability to achieve sustainable competitive advantage. However, high information technological turbulence reduces the effectiveness of marketing communication capability in supporting the competitive advantage. This study extends the dynamic capability theory by adopting information technological turbulence at various levels to explain the role of marketing communication and product development.

Item Type: Book Section
Uncontrolled Keywords: product development, marketing communication, information technological turbulence, competitive advantage
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Economic
Depositing User: Hery Pratono 31105
Date Deposited: 03 Jan 2022 07:57
Last Modified: 03 Jan 2022 07:57
URI: http://repository.ubaya.ac.id/id/eprint/40871

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