Religio-centric product strategy on marketing performance

Abstract

Purpose

The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products.

Design/methodology/approach

This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs.

Findings

The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP.

Research limitations/implications

In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research.

Originality/value

By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

Citation

Hendar, H., Zulfa, M., Ratnawati, A. and Mulyana, M. (2020), "Religio-centric product strategy on marketing performance", Journal of Research in Marketing and Entrepreneurship, Vol. 22 No. 2, pp. 181-203. https://doi.org/10.1108/JRME-02-2019-0014