University of 17 August 1945, Semarang, Indonesia
Surakarta Economics College, Indonesia
Year: Julyy 2017
Volume: 27 No. 1
The purpose of this study is to test the effect of market sensing capabilities and product innovation advantage on market entry quality and marketing performance in emerging markets. The samples of this research are 122 respondents. The analysis used in this study is structural equation modeling (SEM). To process the data, AMOS version 21 is employed. The results show that (1) the product innovation advantage can improve market entry quality and market performance, (2) the quality of market entry has significant and positive effect on marketing performance, and (3) the capability to market sense positively and significantly affect the quality of market entry, but there is no significant effect on marketing performance.