SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability
This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing i...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2025-07-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol27/iss2/6/ |
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| author | Sugianto Sugianto Ramadania Ramadania Wenny Pebrianti |
| author_facet | Sugianto Sugianto Ramadania Ramadania Wenny Pebrianti |
| author_sort | Sugianto Sugianto |
| collection | DOAJ |
| description | This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms can achieve competitive advantage through strategic resource composition. The findings suggest that SMEs can enhance their marketing performance by developing resilient compositional capability, which enables them to creatively integrate and optimize their resources in response to market challenges. |
| format | Article |
| id | doaj-art-26cecb9842674ccda72db29b72da18c0 |
| institution | DOAJ |
| issn | 1598-7868 2765-6500 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj-art-26cecb9842674ccda72db29b72da18c02025-08-20T03:15:19ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002025-07-01272171184https://doi.org/10.53728/2765-6500.1654SME Marketing Performance: A Mixed-Method Study on Resilient Compositional CapabilitySugianto Sugianto0https://orcid.org/0009-0006-4452-6903Ramadania Ramadania1https://orcid.org/0000-0002-7378-8068Wenny Pebrianti2https://orcid.org/0009-0004-9491-2402Department of Business Creative, Politeknik Tonggak Equator Pontianak, Pontianak, Indonesia AND Department of Management, Faculty of Economics & Business, Universitas Tanjungpura, Pontianak, IndonesiaDepartment of Management, Faculty of Economics & Business, Universitas Tanjungpura, Pontianak, IndonesiaDepartment of Management, Faculty of Economics & Business, Universitas Tanjungpura, Pontianak, IndonesiaThis study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms can achieve competitive advantage through strategic resource composition. The findings suggest that SMEs can enhance their marketing performance by developing resilient compositional capability, which enables them to creatively integrate and optimize their resources in response to market challenges.https://amj.kma.re.kr/journal/vol27/iss2/6/composition-basedviewresilient compositional capabilitymarketing innovationgovernment supportorganizational ambidexteritymarketing performancecbv |
| spellingShingle | Sugianto Sugianto Ramadania Ramadania Wenny Pebrianti SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability Asia Marketing Journal composition-basedview resilient compositional capability marketing innovation government support organizational ambidexterity marketing performance cbv |
| title | SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability |
| title_full | SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability |
| title_fullStr | SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability |
| title_full_unstemmed | SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability |
| title_short | SME Marketing Performance: A Mixed-Method Study on Resilient Compositional Capability |
| title_sort | sme marketing performance a mixed method study on resilient compositional capability |
| topic | composition-basedview resilient compositional capability marketing innovation government support organizational ambidexterity marketing performance cbv |
| url | https://amj.kma.re.kr/journal/vol27/iss2/6/ |
| work_keys_str_mv | AT sugiantosugianto smemarketingperformanceamixedmethodstudyonresilientcompositionalcapability AT ramadaniaramadania smemarketingperformanceamixedmethodstudyonresilientcompositionalcapability AT wennypebrianti smemarketingperformanceamixedmethodstudyonresilientcompositionalcapability |