Main Article Content
Abstract
Abstract
The purpose of this study was to determine the direct and indirect effects of resource tangible toward marketing performance mediated by competitive advantage. The sample in this study amounted to 82 people distributed in 17 regency / city in the Southeast. The method of analysis using statistical software SPSS analysis and SmartPLS 3.0. The results showed that Tangible resources a significant effect on the performance of marketing. Resource tangible positive and significant impact on competitive advantage. Competitive advantage and significant positive effect on the performance of marketing. Competitive advantage is able to mediate significant tangible resources to marketing performance.
Keywords: Resource tangibl; competitive advantage; the performance of marketing
Article Details
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Ferdinand,Augusty.(2000). Manajemen Pemasaran : Sebuah Pendekatan Stratejik, Research Paper Series. Seri Penelitian Manajemen, No. 01/Mark/01/2000.
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Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource-based view: capability lifecycles. Strategic Management Journal, 24(10), 997–1010. http://doi.org/10.1002/smj.332
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Jain, S.C (1990), Marketing Planning and Strategy, 3rd. Ed. Cincinnati.
James pearson et al (2015) Intangible resources of Competitive advantage: Analysis of 49 Asian airlines across three business models.
John O. Okpara (2010) Exploring the Effects of Intangible Resources on Competitive Advantage and Performance of Listed Firms in Nigeria
Kuncoro, Murdrajat. 2006. “Ekonomi Pembangunan”,Penerbit Salemba Empat,Jakarta
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Krystin Zigan and Dia Zeglat (2016) Intangible resources in Performance measurement systems of the hotel industry
Mohsen Mohsenzadeh dan Sahar Ahmadian (2016) The Mediating Role of Competitive Strategies in the Effect of FirmCompetencies and ExportPerformance
Morgan, Neil A., Bruce H. Clark & Rich Gooner., 2002. Marketing Productivity,
Marketing Audits, and Systems for Marketing Performance Assessment: Integrating Multiple Perspectives. Journal of Business Research. Vol. 55 (2002). pp. 363-375.
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Okpara O. Jhon. 2008. Globalisation of Business: Theories and Strategies for Tomorrow's Managers. Adonis & Abbey. Northwestern University.
Omer Kumlu (2014) The effect of intangible resources and Competitive strategies on Theexport performance of small and medium sized enterprises
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