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Acculturative Iconic Product Attractiveness and Marketing Performance

Journal of Global Strategic Management, Vol. 9, No. 2, December 2015

9 Pages Posted: 27 Mar 2016  

Augusty Tae Ferdinand

Diponegoro University - Economics and Business Faculty

Lili Karmela Fitriani

Kuningan University

Date Written: 2015

Abstract

This study was conducted to fulfill a research gap in the ability of product innovation to enhance marketing performance. This study proposed the concept of acculturative iconic product attractiveness for bridging the gap between product line innovation capability in increasing marketing performance. Sample data from 298 Batik SME in Cirebon District in Indonesia was used to test our model comprising four hypotheses. Our statistical test confirmed our model with four variables: product line innovation capability, acculturative iconic product attractiveness, consumer’s need adaptability and performance, indicated that acculturative iconic product attractiveness holds a strategic role in enhancing marketing performance.

Keywords: Product Line Innovation Capability; Consumer’s Need Adaptability; Acculturative Iconic Product Attractiveness; Product Competitive Advantage

Suggested Citation

Ferdinand, Augusty Tae and Fitriani, Lili Karmela, Acculturative Iconic Product Attractiveness and Marketing Performance (2015). Journal of Global Strategic Management, Vol. 9, No. 2, December 2015. Available at SSRN: https://ssrn.com/abstract=2755212

Augusty Tae Ferdinand (Contact Author)

Diponegoro University - Economics and Business Faculty ( email )

Jl. Prof. Soedharto Tembalang
Semarang, IN Central Java 50275
Indonesia

Lili Karmela Fitriani

Kuningan University

Indonesia

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