jbm@fe.unpad.ac.id
Rita Komaladewi:

I believe that you would serve as an excellent reviewer of the manuscript, "THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY," which has been submitted to Jurnal Bisnis dan Manajemen. The submission's abstract is inserted below, and I hope that you will consider undertaking this important task for us.

Please log into the journal web site by 2021-08-11 to indicate whether you will undertake the review or not, as well as to access the submission and to record your review and recommendation.

The review itself is due 2021-08-18.

Submission URL: http://journal.feb.unpad.ac.id/index.php/jbm/reviewer/submission/108?key=ACCESS_KEY

Thank you for considering this request.

Deru R Indika
SCOPUS ID: 57215771343, Universitas Padjadjaran
deru.indika@unpad.ac.id



"THE ROLE OF COMPETITIVE ADVANTAGE TO ENHANCE MARKETING PERFORMANCE: A STUDY ON INDONESIAN MSME BUSINESS COMMUNITY"

Abstract
The rapid development of global business requires MSMEs to understand what market needs. The research deals with the impact of competitive advantage as a pertinent variable in enhancing marketing performance in Indonesian MSMEs businesses. In this study continuous competitive advantage is a focal idea to keep up with today’s disruptive market in digital era. This study aims to examine on how market orientation and entrepreneurial orientation influence marketing performance through competitive advantage in MSMEs businesses in Indonesia. The study uses path analysis and data collection obtained by using sample from the MSME business community. The results show that market orientation and entrepreneurial orientation have a positive and significant effect on marketing performance and competitive advantage can mediate it. For MSME, it is hoped that it can increase response to competitors' actions, open-mindedness, be proactive in responding to market opportunities, and differentiation strategies
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Jurnal Bisnis dan Manajemen
http://journal.feb.unpad.ac.id/index.php/jbm