期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2021
卷号：23
期号：2
页码：138-147
DOI：10.9744/jmk.23.2.138-147
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：This study explored and examined the role of product configuration capabilities to improve marketing performance. Product configuration capability represented the company's capability to configure products with visibility/clarity of product origin, products that were different from competitors and products that were difficult to imitate. This capability indicated that the products produced by the company were more efficient and quality than that of others. The results found that product configuration capabilities could improve product success, growth in product marketing reach and market share product. This study was expected to provided a contribution to both theoretical and practical knowledge of strategic management. Business players had focussed on developing dynamic capabilities to address the constantly changing business environment.
关键词：D y n a m i c c a p a b i l i t y ; m a r k e t i n g m i x t u r e ; p r o d u c t c o n f i g u r a t i o n c a p a b i l i t y ; a b i l i t y t o r e s p o n d t o c o s t u m e r s ; m a r k e t c o m p e t e n c e
