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All Journal Jurnal Organisasi Dan Manajemen BISMA (Bisnis dan Manajemen)
Ahmad Bima Mahendra
Universitas Diponegoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The role of pro-comparative advantage absorptive capacity in improving marketing performance using a resource advantage theory of competition perspective Ahmad Bima Mahendra; Augusty Tae Ferdinand; Yuni Maxi Putri
BISMA (Bisnis dan Manajemen) Vol. 17 No. 2 (2025)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v17n2.p192-216

Abstract

This study aims to explain the importance of superior pro-comparative advantage absorptive capacity as a bridging concept to resolve inconsistent results regarding the role of digital marketing in improving marketing performance. The study procedures were carried out using a quantitative method with data from 290 respondents comprising owners and managers of Business-to-Business (B2B) small and medium enterprises (SMEs) in the food and beverage industry in Semarang, Indonesia. The data was obtained and analysed using structural equation model (SEM), Analysis of Moment Structure (AMOS) software. The results show that digital marketing positively affects capacity and management knowledge. Absorptive capacity positively affects both marketing performance and value co-creation, while management knowledge enhances value co-creation. Finally, value co-creation significantly contributes to marketing performance. These findings highlight the strategic importance of digital marketing and knowledge processes in driving performance outcomes. This study advances the resource advantage theory by identifying absorptive capacity as a key link between digital marketing and marketing performance. It introduces a serial mediation model involving marketing knowledge and value co-creation, offering a deeper understanding of digital strategy effectiveness.
Leverage of Pro-value in Exchange Network Power to Business Performance: A Service-dominant logic Perspective Yuni Maxi Putri; Augusty Tae Ferdinand; Ahmad Bima Mahendra; Nurkholifatul Maula
Jurnal Organisasi dan Manajemen Vol. 22 No. 1 (2026)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v22i1.10372.2026

Abstract

Purpose – This study aims to build a conceptual model of pro-value in exchange network power in bridging product innovation against business performance, which was previously inconsistent.  Methodology – The survey method involved 187 owners and managers of the sector MSMEs in Salatiga, Central Java, Indonesia. The AMOS structural equation modeling software is used to test the proposed hypothesis. Findings – The result showed that pro-value in exchange network power and market entry speed connect product innovation to business performance. The first hypothesis confirmed that product innovation significantly influenced pro-value in exchange network power; the second hypothesis illustrated that pro-value in exchange network power significantly affected market entry speed; the third hypothesis indicated that pro-value in exchange network power had a significant impact on business performance; and the fourth hypothesis confirmed that market entry speed significantly influenced business performance. The fifth hypothesis, which proposed full mediation using exchange network power, was rejected. However, the sixth hypothesis suggested that serial mediation through pro-value in exchange network power and market entry speed was accepted. Originality – Based on the service-dominant logic, pro-value in exchange network power and market entry speed were proposed as alternative way to increase the role of product innovation in business performance of the MSME sector of food and beverage industry.
Co-Authors Augusty Tae Ferdinand Nurkholifatul Maula Yuni Maxi Putri