Article Per Year (5 Year)
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All Journal Greenation International Journal of Tourism and Management
Guntur Ade Saputra
Master of Management Students, Faculty of Economics and Business, Bhayangkara Jakarta Raya
Economics, Econometrics & Finance

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The Influence of Product Orientation and Product Innovation on Competitive Advantage Guntur Ade Saputra; Hapzi Ali; Yayan Hendayana
Greenation International Journal of Tourism and Management Vol. 2 No. 2 (2024): (GIJTM) Greenation International Journal of Tourism and Management (June - Agus
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v2i2.191

Abstract

The research aims to determine the relationship between market orientation and competitive advantage, to determine the relationship between product innovation and competitive advantage. The method used in this research is a literature study, by collecting shared information related to the variables discussed. Namely related to product innovation, market orientation, and competitive advantage. This data and information was obtained through electronic media and then analyzed to determine deeper relationships between variables. The results of this research reveal that market orientation has a positive and significant effect on competitive advantage, this means that the better the company is in responding to market orientation, the company's competitive power and advantage will increase. Product innovation has a positive and significant effect on competitive advantage. This means that the more innovative a company is in developing new products or services, the higher the level of competitiveness of the company.
Co-Authors Hapzi Ali Yayan Hendayana