15Nov 2019

MARKETING PERFORMANCE MEDIATES BETWEEN ICONIC PRODUCT INNOVATION AND SUSTAINABLE COMPETITIVE ADVANTAGES

  • Puangrimaggalatung University, South Sulawesi - Indonesia
  • Hasanuddin University, South Sulawesi - Indonesia
  • Abstract
  • Keywords
  • References
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  • Corresponding Author

This study focuses on Marketing Performance as a mediator between Iconic Product Innovation and Sustainable Competitive Advantage. The results showed that Iconic Product Innovation has an influence on sustainable competitive advantage, Iconic Product Innovation has no significant effect on Marketing Performance, and Iconic Product Innovation has a significant effect on sustainable competitive advantage through Marketing performance. Respondents in this study were 200 Silk SMEs located in Wajo Regency, South Sulawesi Province. Data analysis using SEM-AMOS version 23.


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[Muh. Hasbi Abbas, Abd. Rahman Kadir, Syamsu Alam and Madris (2019); MARKETING PERFORMANCE MEDIATES BETWEEN ICONIC PRODUCT INNOVATION AND SUSTAINABLE COMPETITIVE ADVANTAGES Int. J. of Adv. Res. 7 (11). 70-77] (ISSN 2320-5407). www.journalijar.com


Muh. Hasbi Abbas
Puangrimaggalatung University

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