DOI: 10.5176/978-981-08-8408-6_BizStrategy2011_47
Authors: Dewi Izzwi Abdul Manan and Saburiah Mamat
Abstract:
Innovative behavior and marketing are both important to firm performance. However, whether both factors did affect the performance of batik firms in Malaysia is yet to be examined in the past. Hence an empirical study was conducted to explore the contribution of innovative behavior and marketing capability on batik firm performance. Results showed that marketing capability influenced directly and
positively the profit and sales growth performance. As for innovative behavior, the factor affected sales growth performance indirectly through marketing capability.
Keywords: batik; innovative behavior; marketing capability; performance
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