The Influence Marketing Innovation and Organizational Innovation, to Strategic Innovation, Diffusion Innovation and Market Differentiation, to Market Outstanding Performance, and Organizational Sustainability: A Resource-Based View Perspective of Indonesian Banking Industry
| Main Author: | Kristanti, Maria Mia |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://repository.wima.ac.id/22369/1/6p-The_influence_marketing_.pdf http://repository.wima.ac.id/22369/2/6p-The_influence_marketing_Hasil%20Cek%20similarity.pdf http://repository.wima.ac.id/22369/13/6p-R1%262-The_influence_marketing_%20.pdf http://repository.wima.ac.id/22369/ |
Daftar Isi:
- Organizational innovations are marketing innovation essential for firms’ long-term competitiveness. In spite of this, there is less research on marketing innovations than on organizational innovations. The purpose of this research is to contribute to our understanding of how marketing innovations could shape organizational innovations, which can lead to the organization sustainability.The journey started by exploring the strategic innovation, the creation of diffusion innovation, and marketing differences through a literature-review-based article and an empirical study on the organizational innovation.The study continued with an empirical study elaborating upon the role of the marketing outstanding performance in sustaining the organizational innovations. In each empirical study, data were collected through questionnaire and interviews, supplemented by primary and secondary data. The three concepts of marketing, organizational and strategic of innovations were found to be three intertwined concepts, rather than three separate and sequential ones. One reason was that marketing innovations were constantly re-invented through the processes of creation, diffusion, and sustainability. In this context, the concept ‘Sustainability’ refers to an improvement trajectory, rather than to a particular organizational innovation. The improvement trajectory is path-dependent and directs the creation, diffusion and sustainability of organizational innovations to and within a firm. The results of this research is a conceptual model that integrates the three concepts marketing, organizational and strategic of innovations in a market outstanding performance, and organizational sustainability circling around a firm-specific improvement trajectory. Each concept is affected by three sets of influencing factors: the external context and interpersonal diffusion channels, the firm specific internal context, and the characteristics of the innovation itself. To find out how the characteristics of marketing and organizational innovations affect the applicability of the organizational sustainability, the conceptual model was tested on a different organizational innovation banks, identified in an empirical study conducted at 10 most sustainable banks in Indonesia, known for its focus on continuous innovation. The test showed that the conceptual model was valid and was useful in identifying all of marketing, organizational, and strategic innovation to reach out the organizational ustainability.