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Pengaruh Entrepreneurial Attitude Orientation dan Market Orientation terhadap Entrepreneurial Marketing Attitude = The effect of Entrepreneurial Attitude Orientation and Market Orientation towards the Entrepreneurial Marketing Attitude / Rosari Sariasih

Rosari Sariasih; Bambang Wiharto, supervisor; Sofjan Assauri, examiner; Triyono Arief Wahyudi, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2012)

 Abstrak

ABSTRAK
Dalam kondisi lingkungan dinamis dan cenderung turbulent, perusahaan harus
bertahan dan memimpin pasar dengan sustainable competitive advantage.
Dikarenakan turbulensi, perubahan pasar semakin sengit, cepat dan terkadang
unpredictable. Dengan demikian, perusahaan memerlukan tingkat market
orientation yang tinggi untuk memahami pasar. Secara internal, seluruh anggota
perusahaan perlu mengembangkan Entrepreneurial Attitude Orientation yang
seringkali dianggap hanya ada di perusahaan start ups. EAO dapat pula muncul di
perusahaan besar dalam bentuk yang berbeda. Interface kewirausahaan dengan
pemasaran dikenal dengan Entrepreneurial Marketing (EM). Ada dugaan bahwa
tingginya kadar MO dan tingginya EAO akan mengakibatkan EM yang tinggi
pula. Penelitian ini dimaksudkan menggali hal tersebut.
ABSTRACT
In dynamic and turbulent environment, company needs to survive and lead the
market by achieving sustainable competitive advantage. Due to the turbulence,
changes in market become severe, faster, and sometimes unpredicted. Thus,
company needs a high market orientation to understand the market. Internally, all
company members need to improve Entrepreneurial Attitude Orientation which is
often misinterpreted to apply only in startup business ventures. EAO might appear
in big companies, in different forms. The interface between entrepreneurial and
marketing is known as Entrepreneurial Marketing (EM). It is suspected that higher
MO and EAO level will impact on higher EM. This research intends to dig this
matter.

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 Metadata

No. Panggil : T34710
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Subjek :
Penerbitan : [Place of publication not identified]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2012
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xv, 195 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T34710 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20329649
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