Strategic Orientation, Corporate Innovation, and Marketing Performance (A Study of Ikat Weaving Industry in Bali)

Abstract

This research was conducted with the background of the phenomenon of increasingly tight competition due to the enforcement of MEA in 2015. Therefore, all businesses, including Small Micro Enterprises (SMEs) of ikat weaving industrial sector should anticipate by implementing strategic orientation, corporate innovation to achieve marketing performance. The objective of this study is to explain the effect of strategic orientation to corporate innovation and marketing performance of Ikat Weaving industry in Bali. To achieve these objectives, this study took a sample of 100 people who are owners or SME managers of Ikat Weaving industry in Bali by applying the analysis of Structural Equation Modelling (SEM). The result of this study shows that Strategic Orientation (Market Orientation, System Information Orientation, and Entrepreneurship Orientation) has positive and significant effect to corporate innovation. Strategic orientation has positive and significant effect to marketing performance. And corporate innovation have positive and significant effect to marketing performance