THE EFFECT OF ENTREPRENEURIAL MARKETING ORIENTATION ON COMPETITIVE ADVANTAGE WITH PERCIEVED MARKET TURBULANCE AS A MODERATOR IN THE EXPORT-ORIENTED FOREST PRODUCT INDUSTRY OF SOUTH KALIMANTAN, INDONESIA

Abstract

Bundling resources from Market Orientation (MO), Entrepreneurial Orientation (EO) and Innovation Orientation (IO), and Customer Relationship Orientation (CRO) which are dimensions of Entrepreneurial Marketing Orientation (EMO) can be a source of competitive advantage to improve Firm Performance (FP) in a tubular environment situation. Based on the Resource Base Study (RBV), Dynamic Capability View (DCV) and Contingency Theory, this study aims to empirically test Jones and Rowley's EMO conceptual model (2011) and to continue the empirical research of Roijonen et al (2012), namely to understand and determine the effect of EMO on Competitive Advantage (CA) moderated by Perceived Market Turbulence (PMT), and the effect of CA on FP. The data was collected by means of a census on 30 export-oriented forest products industry companies in South Kalimantan. Then it was analyzed by quantitative method and statistically tested using PLS (Partial Least Squares). The results can be concluded: EMO has a significant effect on CA moderated by Perceived Market Turbulance (PMT), CA has a significant effect on FP.