Iconic product advantage for improving marketing performance of Indonesian small and medium enterprises

Abstract

Purpose: To examine the role of iconic product advantage to improve marketing performance. Design/Methodology/Approach: This study uses primary data obtained from interviews based on a list of questions to 103 respondents of Salted Egg SMEs in Brebes Regency, Central Java Province, Indonesia. Findings: All hypotheses are accepted, market orientation influences iconic product advantage, product innovation influences iconic product advantage, dynamic capability influences iconic product advantage, iconic product advantage influences marketing performance. Practical Implications: There is no research that examines the market orientation of marketing performance that is bridged by the iconic product advantage. This research proves that the iconic product advantage bridges the market orientation with the marketing performance of Brebes Salted Egg SMEs that is supported by product innovation and dynamic capability. Originality/Value: Iconic product advantage is novelty in this study. Iconic product advantage is the superiority of the company by making products that become icons or symbols that serve as a reminder for consumers with the symbols contained in the product.