Quantitative analysis reveals market orientation and product innovation boost performance in MSMEs, indicating competitive advantage plays a crucial role.
Key Points
The research shows that market orientation positively influences business performance and leads to better outcomes for MSMEs.
Data from 200 MSME actors in five regencies confirm that competitive advantage mediates the relationship between innovation and performance.
Using Smart-PLS, the study evaluates the relationships among market orientation, environmental product innovation, and business performance.
Optimizing market orientation and innovation strategies can significantly improve MSME performance in a competitive landscape.