<![CDATA[This research examines how information technology-enabled marketing innovations in product development and process optimization shape competitive positioning and long-term viability among Indonesian coffee shop small and medium enterprises (SMEs). Drawing on the resource-based view (RBV), a survey of 209 coffee shop proprietors in West Java was conducted using purposive sampling, and the collected data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The empirical outcomes demonstrate that both technology-facilitated product innovation and IT-supported process optimization in marketing operations exert positive and statistically significant effects on competitive positioning. Moreover, competitive advantage serves as a meaningful intermediary mechanism connecting these marketing innovation constructs to business continuity outcomes. The mediation analysis confirms that organizations strategically deploying IT-driven innovative marketing approaches achieve stronger market differentiation and enhanced operational resilience. These findings contribute to the discourse on marketing innovation management in food and beverage SMEs, offering practical guidance for entrepreneurs and policymakers seeking to harness digital marketing innovation tools for building enduring competitive capabilities in saturated markets.]]>
Copyrights © 2026
