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Growing Science » Management Science Letters » The role of organizational commitment, entrepreneurial orientation, and architectural marketing capabilities on improving marketing performance by using network chain capability of goods in tourism market

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Sulieman Ibraheem Shelash Al-Hawary(28)
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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 11 Issue 4 pp. 1415-1420 , 2021

The role of organizational commitment, entrepreneurial orientation, and architectural marketing capabilities on improving marketing performance by using network chain capability of goods in tourism market Pages 1415-1420 Right click to download the paper Download PDF

Authors: Hasyim Hasyim, Sahyar Sahyar, Dina Syahreza

DOI: 10.5267/j.msl.2020.10.025

Keywords: Network chain capability, Architectural marketing capabilities, Organizational commitment, Entrepreneurial orientation, Marketing performance

Abstract: Entrepreneurial orientation is carried out to improve management's ability to deal with market changes. This study examines a new concept of network chain capability that is capable of mediating the relationship between entrepreneurial orientation and marketing performance of goods in tourism market. The study also verifies the architectural marketing capabilities and organizational commitment to improve network chain capabilities that have an impact on marketing performance of goods in tourism market. In this study, 6 hypotheses are developed and tested with data collected from 185 respondents in the handicraft industry focused on tourism market. Data are analyzed using AMOS 22.0 statistical software which successfully tested 6 hypotheses with significant results. The study proves that network chain capability is declared feasible as a mediating variable. Managerially, network chain capabilities can be practiced as a marketing tool to improve performance.


How to cite this paper
Hasyim, H., Sahyar, S & Syahreza, D. (2021). The role of organizational commitment, entrepreneurial orientation, and architectural marketing capabilities on improving marketing performance by using network chain capability of goods in tourism market.Management Science Letters , 11(4), 1415-1420.

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Journal: Management Science Letters | Year: 2021 | Volume: 11 | Issue: 4 | Views: 1266 | Reviews: 0

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