The Role Of Relationship Learning As The Mediator Of The Market Orientation Impact Toward Competitive Advantage And Marketing Performance Of The Furniture Companies In Java Island

Oscarius Y.A Wijaya

Abstract


Relationship learnings is the main essential requirement to create company’s innovation power to enhance its competitive advantage. The relationship learning of furniture compa-nies in Indonesia has been considered in low level compared to China and other Asian countries. This also has a significant effect toward marketing performance in term of bilateral trade relationship between Indonesia and China. The link phenomenon of market orientation with the awareness about relationship behavior of furnitures companies in China has much more dominant role to win the competition. The connection or network (Guan Xi - 关系) has been used to maintain business relation amongst furniture companies in China for information sharing from academicians, suppliers and even competitors. Apparently, furnitures companies Indonesia haven’t got used to it. Companies here are less paying atten-tion on this remarkable source to generate a new innovation or design, even making market surveys to support innovation capability.  The purpose of this research is to analize the followings, (1). The effect of market orientation toward relationship learnings, (2). The effect of market orientation toward competitive advantage, (3). The effect of relationship learning toward competitive advantage, (4). The effect of market orientation toward marke-ting performance, (5). The effect of relationship learning toward marketing performance, (6). The effect of competitive advantage toward marketing performance of furnitures com-panies in Java island region.

The research objects are all furniture companies in Java island region which consists of Surabaya, Semarang, Bandung and Jabodetabek with total number about 830 companies, with furniture company as analysis unit. 90 companies were being taken for the samples. This research has using SEM (Structural Equation Model) as the analysis tool to estimate the reciprocal effect by involving interverning variable.

The analysis’ results showing that the market orientation has a possitive effect to marke-ting performance of furnitures companies in Java island region thru relationship learning.

Keyword: market orientation, relationship learnings, competitive advantage, marketing performance

Full Text:

PDF

References


Baker, W.E., and J.M. Sinkula, 1999, The Synergistic Effect of Market Orientation and learning Orientation on Organizational Performance, Journal of the Academy of Marketing Science, 27, 4, 411-427

Barney, Jay B., 1995, Looking inside for Competitive Advantage, The Academy of Management Executive (1993), Vol. 9, No. 4 (Nov., 1995), pp. 49-61, Published by: Academy of Management, Stable URL: http://www.jstor.org/stable/4165288

Chang, Kuo-Hsiung and Gotcher, Donald F., 2008, Relationship Learning And Dyadic Knowledge Creation In International Sub-contracting Relationships: The Supplier’s Perspective, Int. J. Technology Manage-ment.

Chen, Yu-Shan, James Lin, Ming-Ji, and Chang, Ching-Hsun, 2009, The Positive Effects of Relationship Learning and Ab-sorptive Capacity on Innovation Perfor-mance and Competitive Advantage in Indus-trial Markets, Industrial Marketing Manage-ment 38 (2009) 152–158

Clark, Bruce, 2005, Measuring Marketing Performance: Research, Practice And Challenges, Performance Measurement Association Symposium.

Farrell, Mark Anthony & Oczkowski, Edward, 2002, Are Market Orientation and Learning Orientation Necessary For Superior Orga-nizational Performance?, Working Paper 52/02 December 2002, Charles Sturt Uni-versity, Wagga Wagga, NSW, PO BOX 588, NSW, 2678, AUSTRALIA. Tel: (02) 69 33 27 56; Fax: (02) 69 33 29 30; Email: mfarrell@csu.edu.au

Gebremedhin, Berhanu & Jaleta, Moti, 2010, Commercialization of smallholders: Does market orientation translate into market participation?, Improving Productivity and Market Success of Ethiopian Farmers pro-ject (IPMS)–International Livestock Rese-arch Institute (ILRI), Addis Ababa, Ethiopia

Hafer, John & Gresham, George G., 2008, Organizational Climate Antecedents to the Market Orientation of Cross-Functional New Product Development Teams, Copy-right © 2008 Institute of Behavioral and Applied Management. All Rights Reserved.

Hansen, Don R. dan Mowen, Maryanne M., 2006, Akuntansi Manajemen, Jilid II, Edisi Ke Tujuh, Terjemahan Ancella A. Herma-wan, Penerbit Erlangga, Jakarta.

Hoffman, Nicole P., 2000, An Examination of the "Sustainable Competitive Advantage" Concept: Past, Present, and Future, Aca-demy of Marketing Science Review, volume 2000 no. 4 Available: http://www. amsreview.org/articles/hoffman04-2000.pdf

Hooley, GJ, Pierce, N. F dan Micouland. B., 2008, Marketing Strategy and Competitive Positioning, 4th Edition, Prentice Hall.

Jap, Sandi D., 2000, Perspectives on Joint Competitive Advantages in Buyer-Supplier Relationships, Forthcoming in the special issue on Competition and Marketing at the International Journal of Research on Marketing, The Alden G. Clayton Disser-tation Competition

Johnson, William C. & Verayangkura, Montri, 2008, Market Orientation in the Asian Mobile Telecom Industry: Do Buyer and Seller Perceptions Concur?, H. Wayne Huizenga School of Business & Entrepre-neurship, Nova Southeastern University

Kohli, Ajay K., & Jaworski, Bernard J., 1990, Marketing Orientation: The Construct, Research Propositions, And Managerial Implications, Journal of Marketing Vol. 54.

Kohli, Ajay K., & Jaworski, Bernard J., 1993, Market Orientation: Antecedents and Con-sequences , Journal of Marketing Vol 57.

Kotler, Philip dan Armstrong, Gary, 2008, Principles of Marketing 12th edition, Prentice Hall International, Inc.

Lamberti, Lucio, dan Noci, Giuliano, 2010, Marketing Strategy And Marketing Perfor-mance Measurement System: Exploring The Relationship, European Management Jour-nal.

Micheels, Eric T. & Gow, Hamish R., 2010, The Impact of Alternative Market Orien-tation Strategies on Firm Performance: Customer versus Competitor Orientation, Selected Paper prepared for presentation at the Agricultural & Applied Economics Association’s 2010 AAEA, CAES & WAEA Joint Annual Meeting, Denver, Colorado, July 25-27, 2010.

Morgan, Neil, Vorhies, Douglas W. and Mason, Charlotte H., 2009, Market Orienta-tion, Marketing Capabilities, And Firm Per-formance, Strategic Management Journal, Strat. Mgmt. J., 30: 909–920 (2009)

Narver, J.C. & Slater, S.F., 1990, The Effect of Marketing Orientation on Business Profi-tability. Journal of Marketing, 54, 20-35.

Narver, J.C. & Slater, S.F., 2000, The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication, Jour-nal of Business Research 48, 69–73

Olavarrieta, Sergio & Friedmann, Roberto, 2010, Market Orientation, Knowledge-Rela-ted Resources and Firm Performance, Uni-versity of Georgia, Terry College of Busi-ness, Department of Marketing and Distri-bution, Brooks Hall 148, Athens, Georgia 30602-6258, United States

Pont, Marcin and Shaw, Robin, 2003, Mea-suring Marketing Performance: A Critique Of Empirical Literature, ANZMAC, Con-ference Proceedings Adelaide 1-3 Decem-ber 2003.

Ray, Gautam; Barney, Jay B. & Muhanna, Waleed A., 2004, Capabilities, Business Processes, and Competitive Advantage: Choosing the Dependent Variable In Empirical Tests of The Resource-Based View, Strategic Management Journal, Strat. Mgmt. J., 25: 23–37 (2004), Published online in Wiley InterScience (www.inter science.wiley.com). DOI: 10.1002/smj.366

Qu, Riliang & Ennew, Christine T., 2004, Developing A Market Orientation In A Transitional Economy-The Role Of Govern-ment Regulation And Ownership Structure, Riliang Qu is a lecturer at School of Management, University of East Anglia, Norwich, NR7 4TJ, UK. Tel: +44 1603 591181 Fax: 593343 Email: r.qu@uea.ac. uk.

Schlosser, Francine K. dan McNaughton, Rod B., 2004, Building Competitive Advantage Upon Market Orientation: Constructive Criticisms and A Strategic Solution, Depart-ment of Management Sciences, University of Waterloo, 200 University Ave., W., Waterloo, ON.

Selnes, F., & Sallis, J, 2003, Promoting Relationship Learning. Journal of Marke-ting, 67, 80– 95.

Wiggins, Robert R, 1997, Sustaining Compe-titive Advantage: Temporal Dynamic And The Rarity of Persistent Superior Economic Performance, Academic of Management 1997 Annual Meeting, BPS Division, August 1997

Zhou, Kevin Zheng, Brown, James R., and S. Dev, Chekitan, 2009, Market Orientation, Competitive Advantage, and Performance: A Demand-Based Perspective, Journal of Business Research 62 (2009) 1063–1070




DOI: https://doi.org/10.30996/die.v9i1.194

Refbacks

  • There are currently no refbacks.


Copyright (c) 2013 Oscarius Y.A Wijaya

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.




Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
View My Stats