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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Media Ekonomi dan Manajemen Journal of Economics, Business, & Accountancy Ventura Journal of Management and Business Review Jurnal Inovasi Bisnis (Inovbiz) TEKNOLOGI PANGAN : Media Informasi dan Komunikasi Ilmiah Teknologi Pertanian TRANSFORMASI: Jurnal Manajemen Pemerintahan Journal of Research on Business and Tourism Research Horizon Economic and Business Horizon
Kardison Lumban Batu
Politeknik Negeri Pontianak
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Economics, Business,

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MAIsCap-MARKETING ARCHITECTURAL ISOLATING CAPABILITY AS ANTECEDENTS FOR SUCCESS OFNEW PRODUCT DEVELOPMENT Augusty Tae Ferdinand; Kardison Lumban Batu
Journal of Economics, Business, & Accountancy Ventura Vol 16, No 3 (2013): December 2013
Publisher : STIE Perbanas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v16i3.227

Abstract

This study is a basic research for fulfilling research gap in New Product Development studies.Even though a new productdevelopment program is a high cost program, the level of success inentering the market is stilllow. This issue rises a question what should beconsidered in arranging ways to increase the success rate of new product development. This study proposes a conceptof MAIsCAp-Marketing Architectural Isolating Capability, together with the concept of Competitive Experience Portfolio and Marketing Resource Flexibility postulated as hold a key role inenhancing the new product development Orgware quality as a prerequisite for enhancing newproduct marketing performance. Seven hypotheses were developed and tested using the datawhich were collected from 355 respondents serving as Product Development Manager and Marketing Manager in Indonesia. Data was analyzed using SEM AMOS 21 Statistical Softwarewhich supported 6 hypotheses. This study indicated that MAIsCap holds a strategic anchor position for strengthening NPD Orgware Quality in enhancing new product marketing performance.
MAIsCap-MARKETING ARCHITECTURAL ISOLATING CAPABILITY AS ANTECEDENTS FOR SUCCESS OFNEW PRODUCT DEVELOPMENT Tae Ferdinand, Augusty; Lumban Batu, Kardison
Journal of Economics, Business, and Accountancy Ventura Vol. 16 No. 3 (2013): December 2013
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v16i3.227

Abstract

This study is a basic research for fulfilling research gap in New Product Development studies. Even though a new productdevelopment program is a high cost program, the level of success in entering the market is stilllow. This issue rises a question what should beconsidered in arranging ways to increase the success rate of new product development. This study proposes a concept of MAIsCAp-Marketing Architectural Isolating Capability, together with the concept of Competitive Experience Portfolio and Marketing Resource Flexibility postulated as hold a key role in enhancing the new product development Orgware quality as a prerequisite for enhancing new product marketing performance. Seven hypotheses were developed and tested using the data which were collected from 355 respondents serving as Product Development Manager and Marketing Manager in Indonesia. Data was analyzed using SEM AMOS 21 Statistical Software which supported 6 hypotheses. This study indicated that MAIsCap holds a strategic anchor position for strengthening NPD Orgware Quality in enhancing new product marketing performance.
Co-Authors . Agato Ade M. Yuardani Afina Hasya Almadanaa, Aulia Vidya Aryandika, Ardiaz Ajie Augusty Tae Ferdinand Aulia Vidya Almadana Chynthia Noura Elysha Damanik, Winner Devismara, Aura Bunga Isdiana, Firdha Nurul Januardi M. Diah Mahendra Jaya Mahfudz Mahfudz Oktawandari, Hargianti Henni Ramandini, Nabila Sari, Devi Artika Widjanarko, Gita Pratiwi Widuri, Verissa Berliana