Drivers of Small Business Competitive Advantage: A Study on Flower Shop Product Distribution in Bali

• 영문명: Drivers of Small Business Competitive Advantage: A Study on Flower Shop Product Distribution in Bali
• 발행기관: 한국유통과학회
• 저자명: i gusti agung ketut gede SUASANA i gede RIANA i wayan SANTIKA anak agung ayu diah puspita MAHADEWI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제1호, 1~12쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.01.31

영문 초록

Purpose: Rapid technological advancements and information dissemination have catalyzed a steep upsurge in the distribution of ornamental flower arrangement products, effectively meeting the burgeoning demands of customers. This research endeavours to elucidate the relationship between market orientation (MO) and competitive advantage (CA), with the intermediary role of marketing performance (MP) within Denpasar's flower arrangement retail sector. Research Methods: Conducted within a Denpasar-based flower shop, the study engaged 94 respondents through a questionnaire-based data collection methodology. Utilizing a saturated sampling approach, the sample size equated to the population size. The analysis employed SmartPLS, a robust statistical tool. Results: The study findings reveal that MO does not exert a statistically significant direct impact on CA. Nevertheless, MO exhibits a substantively positive and statistically significant influence on MP, which, in turn, substantially and significantly contributes to CA. For flower arrangement business owners, it is imperative to orchestrate effective control over their marketing performance. Conclusion: This involves nurturing enduring customer and employee relationships by steadily implementing market-oriented distribution strategies. By doing so, customer satisfaction and growth, pivotal in bolstering marketing performance, can be adeptly sustained, ultimately culminating in attaining competitive advantage.

목차

1. Introduction

2. Research Methods

3. Results and Discussion

4. Conclusions

References

키워드

Market Orientation Competitive Advantage Marketing Performance