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All Journal Trikonomika: Jurnal Ekonomi Majalah Ilmiah UNIKOM PINISI Discretion Review INFOKUM Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi Efektif Jurnal Ekonomi Jurnal Info Sains : Informatika dan Sains INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Neo Journal of economy and social humanities Best Journal of Administration and Management Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) Siyasah : Jurnal Hukum Tata Negara Jurnal Media Akademik (JMA) Jurnal Penelitian dan Pengkajian Ilmiah Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia(JEAMI) Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) Jurnal Sosial Sains dan Komunikasi (Ju-SoSAK) Jurnal Pendidikan Indonesia (Ju-Pendi) Journal Arbitrase : Economy, Management and Accounting
Dewi Indriani Jusuf
International Women University, Bandung, Jawa Barat, Indonesia
Religion Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : INFOKUM

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THE ROLE OF MARKETING INNOVATION IN CREATING COMPETITIVE ADVANTAGE IN GLOBAL MARKETS Dewi Indriani Jusuf
INFOKUM Vol. 10 No. 5 (2022): December, Computer and Communication
Publisher : Sean Institute

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Abstract

This research aims to analyze the role of marketing innovation as a strategic tool capable of creating competitive advantages for companies in the global market. Technological developments and globalization have accelerated changes in the business environment, forcing companies to continuously adapt to these changes in order to remain competitive. This research uses a qualitative approach with literature analysis and case studies to identify marketing innovation practices that are effective in gaining and maintaining competitive advantage in the global market. The research results show that marketing innovation has a crucial role in creating competitive advantages for companies in the global market. Through adopting the right marketing innovations, companies are able to develop unique products or services, respond more effectively to consumer needs, and expand their market share. In addition, marketing innovation also allows companies to build stronger relationships with customers through better experiences and more responsive service. Thus, marketing innovation is recognized as a key element in business growth and success strategies in the modern era full of challenges.
Co-Authors Alfiqri, Khadafi Dadang Munandar Denok Sunarsi Elli Ruslina Erna Pujihartanti Evie Sophia FR, Agung Pramudya Hanna, Amida Hendar Rubedo Indra Rathana Irna Triana Jasmani Jasmani Jonathan Sarwono Khadafi Sari, Anna Gardina Sheila Kurnia Putri Umi Narimawati Wentri Merdiani