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The Role of Local Wisdom-Based E-Eco-Innovation to Promote Firms' Marketing Performance
Abstract
This study aims at investigating the effect of market orientation on local wisdom-based e-eco-innovation as mediating variable to the Small and Medium Enterprises' marketing performance. Model and hypotheses testing were undertaken by means of SEM (Structural Equation Modeling) Amos version 23. A total of 250 questionnaires were distributed among the three industrial clusters, however, 189 was valid to be further followed up. The findings were market orientation has significant effect on local wisdom-based e-eco-innovation, market orientation has significant effect on firm's marketing performance and local wisdom-based e-eco-innovation has significant effect on firm's marketing performance. The study has provided some empirical evidence that the development of local wisdom-based e-eco-innovation particularly in developing countries, enhance the SMEs marketing performance.
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