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Developing Innovation Capability to Improve Marketing Performance in Batik SMEs During the Covid-19 Pandemic

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Complex, Intelligent and Software Intensive Systems (CISIS 2021)

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Abstract

This paper aims to examine how the role of innovation capability in improving the marketing performance of Batik SMEs in Central Java, Indonesia during the Covid-19 Pandemic. The role of innovation capability (IC) is examined by analyzing its ability to mediate the influence of market orientation (MO), entrepreneurial orientation (EO), marketing capability (MC), and operational capability (OC) in improving marketing performance (MP). The relationship between these six concepts is something that has not received serious attention from academics in Indonesia. In this study, the 200 batik entrepreneurs were involved. The results showed that IC was proven to be an intervening variable in improving MP. Furthermore, this study expects that the development of IC can improve the MP of batik SMEs in Central Java during this pandemic, so that SMEs can continue to operate and develop.

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Authors and Affiliations

  1. Department of Management, Faculty of Economics, Universitas Islam Sultan Agung, Semarang, Indonesia

    Alifah Ratnawati & Noor Kholis

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  1. Alifah Ratnawati
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  2. Noor Kholis
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Correspondence to Alifah Ratnawati .

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Editors and Affiliations

  1. Department of Information and Communication Engineering, Fukuoka Institute of Technology, Fukuoka, Japan

    Leonard Barolli

  2. Department of Information Security Engineering, Soonchunhyang University, Asan, Korea (Republic of)

    Kangbin Yim

  3. Faculty of Bussiness Administration, Rissho University, Tokyo, Japan

    Tomoya Enokido

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Ratnawati, A., Kholis, N. (2021). Developing Innovation Capability to Improve Marketing Performance in Batik SMEs During the Covid-19 Pandemic. In: Barolli, L., Yim, K., Enokido, T. (eds) Complex, Intelligent and Software Intensive Systems. CISIS 2021. Lecture Notes in Networks and Systems, vol 278. Springer, Cham. https://doi.org/10.1007/978-3-030-79725-6_30

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