Dampak Orientasi Kewirausahaan dan Keunggulan Penciptaan Nilai terhadap Kinerja Pemasaran UMKM (Studi Empiris Pada UMKM Sub Sektor Kreatif di Kota Pontianak)

Abstract

The entrepreneurship literature's study have found that an entrepreneurial orientation (EO) is the predictor of firm performance, but the result in empirical study is still inconclusive. In order to fulfill the gap we purpose the value creation capability as the bridge for facilitating entrepreneurial orientation to enhance marketing performance in SMEs in Pontianak, Indonesia. The main finding of this study is that value creation capabilities which support by entrepreneurial orientation will be the key asset for enhancing marketing performance.