Studi Mengenai Kapabilitas Inovasi, Keunggulan Diferensiasi Produk, dan Kinerja Pemasaran Usaha Mikro, Kecil, dan Menengah Kreatif di Kota Pontianak

Abstract

The purpose of this study was to provide a theoretical bridge in order to fill the research gap of the inability of innovation capability in enhancing company performance. In order to fill this gap, the author proposed the strategic role of product differentiation advantage as a bridge for facilitating innovation capability to enhance marketing performance. A model was formed, tested and confirmed in Pontianak city with 125 small business entreprises in creative industry as samples.