Journal of Islamic Economic Scholar
Vol. 2 No. 1 (2021)

Importance of Market Orientation and Product Innovation in Competitive Advantage for Improving Marketing Performance

Afifah Fadila (Institut Agama Islam Negeri Purwokerto, Faculty Islamic Economics and Business)

Article Info

Publish Date
23 Dec 2021

Abstract

This study aims to see how the role of product innovation and market orientation by Apple and Samsung companies in achieving competitive advantage to improve marketing performance. The method used in this study is a qualitative method with data sources derived from the opinions of relevant experts or researchers and then reviewed by researchers with a literature review to then draw a conclusion. The results show that Samsung is superior to Apple because Apple only emphasizes iPhone products with a focus on market orientation, while Samsung always innovates and is market-oriented with a variety of products. But both still excel in the world market. So that innovation and market orientation greatly affect the success of their marketing performance.

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Journal Info
Journal of Islamic Economic Scholar
Website

Abbrev

JIES

Publisher

Universitas Islam Negeri Sunan Kalijaga Yogyakarta

Subject

Economics, Econometrics & Finance Social Sciences

Description

JIES: Journal of Islamic Economic Scholar JIES is journal of student collage scientific papers, using electronic media as a place for publication research results from students college. This journal publish twice per year (Juny and December). JIES is a scientific journal that accepts publication ...