Create Competitive Advantage as a Strategy to Improve the Marketing Performance of Small Food Industry Business in Indonesia
Create Competitive Advantage as a Strategy to Improve the Marketing Performance of Small Food Industry Business in Indonesia

Summary/Abstract: This research wants to prove that the development of product innovation, competitive advantage and effective strategies are critical to the company's success. The population of 8,701 small businesses Food industry. The number of samples was 382 respondents drawn proportionally from 12 cities. Criteria for respondents are business owners. It is proven that business strategy and market orientation are the determinants of the high performance of marketing companies in the food industry. The new findings in this study are that business strategy has no effect on competitive advantage, and competitive advantage has no effect on marketing performance. It was also found that the competitive advantage variable did not act as an intervening variable. Suggestions for companies to focus and increase competitive advantage with new product innovations that have a unique and funny shape, as well as innovation in production equipment using new technology.

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