Explorando o papel da maniobrabilidade do márketing na vinculación da orientación empresarial e o desempeño do márketing

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Publicado 03-10-2024

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Andi Setiawan
Doctoral Program in Economics, Faculty of Economics and Business Universitas Diponegoro, 5024
Indonesia
https://orcid.org/0009-0001-5411-3612
I Made Sukresna
Doctoral Program in Economics, Faculty of Economics and Business Universitas Diponegoro, 5024
https://orcid.org/0009-0001-5411-3612
Vol 33 No 3 (2024), Artigos, páxinas 9873
DOI https://doi.org/10.15304/rge.33.3.9873
Recibido: 18-04-2024 Aceptado: 26-05-2024 Publicado: 03-10-2024
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Resumo

Baseándose na teoría da Vantaxe-Recursos (teoría R-A), este estudo tenta desenvolver un marco sólido para a maniobrabilidade do márketing (MM) que podería utilizarse como medio para optimizar o papel da orientación empresarial (EO) e mellorar o desempeño do márketing (MP). Este estudo desenvolve a MM nun esforzo por mellorar o MP dos salóns de peiteado madureses, clasificados como pequenas e medianas empresas (PEMES), en Central Java, Indonesia. Ademais, a MM reforza a influencia do valor de encontro do servizo (SEV) e a vantaxe de penetración no mercado (MPA) nos MP. En consecuencia, a MM podería axudar ás PEMES para aplicar o SEV e o MPA, o que melloraría os MP. Este estudo afonda na aplicación da teoría R-A verificando que a xestión da MM mellora os MP grazas á súa capacidade para aliñar o EO, o SEV e a MPA.

Palabras chave

M31, Orientación empresarial, Orientación empresarial, L26, Maniobrabilidade de márketing, Maniobrabilidade de márketing, O1, Desempeño do márketing, Desempeño do márketing, , Pequenas e medianas empresas, Pequenas e medianas empresas,
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