Title: Effect of market orientation on innovation in the footwear industry of Cibaduyut Bandung

Authors: Nenden Kostini

Addresses: Faculty of Social and Political Science, Padjadjaran University, Jl. Raya Bandung Sumedang Km. 21, Jatinangor Sumedang West Java, Indonesia

Abstract: This study aims to investigate the perceptions of business operators towards market orientation and innovation, and its influence on the footwear industry centre in Cibaduyut, Bandung. The research methods used are descriptive and verifying research. The technique of data collection is done by employing literature studies and field studies. Field studies are conducted by observation, interviews and questionnaires. Footwear entrepreneurs in Cibaduyut, Bandung, who become respondents are as many as 30. The results show that the implementation of market orientation has been running pretty well. This is due to the dimensions of competitor orientation role being not yet fully understood by businesses. On the other hand, dimensions of customer orientation and coordination between functions are already well underway. Furthermore, based on the dimensions of creativity and risk-taking, the implementation in Cibaduyut footwear industry has been running well. The effect of market orientation on innovation is by 31.43%, while the rest is influenced by other factors outside of this research model.

Keywords: market orientation; customer orientation; competitor orientation; coordination between functions; innovation; creativity; risk-taking.

DOI: 10.1504/IJBG.2017.085929

International Journal of Business and Globalisation, 2017 Vol.19 No.2, pp.200 - 207

Available online: 14 Jul 2017 *

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