Small Business Resources And Marketing Performance In Indonesian Distro Industry: The Mediating Role Of Brand Behavior

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dc.contributor.authorIrma Nilasari
dc.date.accessioned2016-12-14T06:46:51Z
dc.date.available2016-12-14T06:46:51Z
dc.date.issued2016-04
dc.description.abstractThe present study focuses to contribute to the debate of how marketing principle can be applied in small business circumstances. The present study implements Resource-based View (RBV) and entrepreneurial marketing concepts in order to understand how small business marketing performance can be enhanced by having and implementing specific intangible resources. The Indonesian distro industry has been selected to be the subject of the study since it displays unique characteristics. As a new industry in developing country like Indonesia, distro (short of distribution store) is a small fashion retailer that focuses in selling its own limited line of clothing and apparel products in relatively small number by its own brand in an urban area. The owners are young educated entrepreneurs who mostly do not have any experiences in this business. Their passion in the business are driven by their hobby, such as, travelling, sport, music, and photography. Based on distro’s unique characteristics, the present study investigates distro’s marketing performance through some potential independent variables, namely: small business orientation (SBO), entrepreneurial orientation (EO), marketing capability (MC), relationship capability (RC), and brand behaviour (BB). The four first variables role as independent variables and the last as a mediating variable. Data were collected by mail survey and totally 153 responses (30.6% response rate) are accepted for the purpose of analysis. The results of the present study indicates that the constructs of small business orientation (i.e. emotional attachment, and purpose and goals), entrepreneurial orientation (i.e. risk taking, innovativeness, and proactiveness), marketing capability (i.e. product development, creative promotion, and store creativity), relationship capability and (i.e. customer relationship, and supplier relationship), statistically proved as significant predictors of marketing performance in Indonesian distro firms, directly or indirectly via brand behavior. Based on the finding, the present study proposes a new small business marketing framework that comprises of two perspectives, which are: marketing tactic and marketing strategy. Marketing tactic leads to short-term objectives of marketing performance while marketing strategy leads to long-term objectives such as brand. Therefore, the distro resources could be classified also into two types: the short-term resources and the long-term resources. The short term resources lead to marketing tactic while the long-term resources lead to marketing strategy. The small business owner/manager should balance both marketing tactic and marketing strategy in every detail of their business decisions. On the other hand, some dimensions of marketing capability (i.e. pricing, product differentiation, location) were not proved as predictors to either marketing performance nor brand behavior. It can be explained that these four dimensions are not relevant to distro’s marketing performance. Perhaps these dimensions support other performance measures, such as product performance or business performance. Limitations of the study and recommendations for future research are also included in this study.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/3280
dc.subjectHow small business marketing performance can be enhanceden_US
dc.subjectby having and implementing specific intangible resources.en_US
dc.titleSmall Business Resources And Marketing Performance In Indonesian Distro Industry: The Mediating Role Of Brand Behavioren_US
dc.typeThesisen_US
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