Marketing Model dan Potensi Inovasi Usaha Kecil Produk Bioteknologi di Provinsi Jawa Timur
This study aims to find a marketing model and potential innovation for small businesses specifically for biotechnology products. This research will also explore the potential of innovation that can be done and how strong the marketing model that is carried out can influence innovation, marketing mix, branding, competitive strategies so that it can improve the performance of the small business organization. The results of the study found that the marketing model can be done by emphasizing innovation and branding in order to improve performance. Innovation can be done by emphasizing place innovation, product innovation, and packaging innovation. Branding can be done with company branding, product branding and user branding. Emphasis on innovation and branding strategies will be able to increase the competitiveness of small business biotech products from performance aspects measured through sales growth, profit growth and market share.
Keywords: Model Marketing, innovation, branding, small business, biotechnology