Influence of Customer Relationship Management and Product Innovation on Market Orientation, Competitive Advantage in Improving the Marketing Performance of Food Industry Small Businesses In East Java

Abstract

This study investigated the effect of CRM and product innovation on market orientation, and competitive advantage in improving the marketing performance of the small food industry in East Java Bakorwil II. The population is a 9402 Small Food Industry entrepreneur, and a sample of 384 respondents (Slovin). The results of the study show that:Customer relationship management influences market orientation, competitive advantage, and marketing performance; Product innovation has no effect on market orientation, and marketing performance; Market orientation affects competitive advantage; Market orientation and competitive advantage affect marketing performance.