THE FACTORS INFLUENCING PRODUCT INNOVATION TOWARD THE COMPETITIVE ADVANTAGE IN SMALL AND MEDIUM-SIZED ENTERPRISES (SMEs): THE PHOTOGRAPHY INDUSTRY

• Main Author: WASITO (29009015) ; Pembimbing : Ir. Dwi Larso, MSIE, Ph.D, WIDYANANTA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17553
• Institution: Institut Teknologi Bandung

Photography industry is one of the Small and Medium-sized Enterprises (SMEs) that is growing widely. In order to be a successful business and maintain the position in the competitive field, the entrepreneur should gain a competitive advantage comparing to others. The competition in this industry makes it harder for the entrepreneurs to maintain their businesses so they need to examine what <br /> <br /> <br /> <br /> <br /> factors to help them reach the competitive advantage for successful business. This research examines factors that influence the product innovation, in this case are market and technology orientation. It also examines the influence of product innovation toward competitive advantage, especially in the photography industry. This research has a purpose to build a model and analyze the factors influencing the product innovation toward the competitive advantage in small and mediumsized enterprises, especially the photography industry. This research is limited on the small and medium-sized enterprises, especially those entrepreneurs who are in the photography industry. The factors analyzed is limited to the market orientation and technology orientation, whether the other factors would be a suggestion for the further research to analyze, in hope to help the photography entrepreneurs. This research provides useful foundations for those academics and practitioners or entrepreneurs. The research method used is quantitative and it analyzes the influence of those variables toward the product innovation and what the influence toward the competitive advantage as well. In this research, the path analysis is used as the statistical calculation to analyze whether the market orientation and technology orientation influence competitive advantage with product innovation as the intervening variable, or influence the competitive advantage directly. The analyses result shows that market orientation and technology orientation influence competitive advantage positively with product innovation as the intervening variable. Besides that, market orientation, technology orientation and product innovation also influence competitive advantage simultaneously with product innovation as its biggest influence factor.