Marketing Capability: Antecedents and Implications for SME Marketing Performance in Surabaya, East Java, Indonesia

Abstract

A marketing aspect in company’s company becomes a main concern for company leaders and practitioners and academic environment. This research aims to investigate the role of marketing capability as intervening variable and its implication to marketing performance. Marketing performance is a measure of improve corporate achievement. Small and Medium Enterprises (SMEs) located in Surabaya City have 50 business units, and all of are spread all over Surabaya. Partial Least Square (PLS) method, and Structural Equation Modeling (SEM) were used to examine the research hypothesis. The study found marketing capability acted as intervening variable linking the learning orientation and entrepreneurial orientation to marketing performance. Marketing capability have not mediated market orientation and marketing performance.