Marketing Capabilities and Differentiation Strategy for Performance: A Case Study of Internet Service Providers in Indonesia

International Journal of Economics and Management Studies

© 2018 by SSRG - IJEMS Journal

Volume 5 Issue 5

Year of Publication : 2018

Authors : Nurul Hermina, IGNM Jaya

10.14445/23939125/IJEMS-V5I5P103

How to Cite?

Nurul Hermina, IGNM Jaya, "Marketing Capabilities and Differentiation Strategy for Performance: A Case Study of Internet Service Providers in Indonesia," SSRG International Journal of Economics and Management Studies, vol. 5,  no. 5, pp. 10-14, 2018. Crossref, https://doi.org/10.14445/23939125/IJEMS-V5I5P103

Abstract:

In view of the economic growth expected from Internet industry, the business performance within the Internet industry in Indonesia needs boosting. This study was aimed to analyze the influence of Marketing Capability and Differentiation Strategy for business performance within the Internet industry in Indonesia. This study used a sample of 128 Internet Service Providers (ISPs) with a sampling technique via a web survey. The collected data were analyzed using partial least squares path modeling. Software XLSTAT 2017 was utilized to estimate the model. The analysis showed that variables such as capabilities and business strategies have a significant positive impact on business performance; while differentiation strategy provides a greater influence.

Keywords:

Marketing Capabilities, Differentiation Strategy, Performance, Internet Service Providers

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