Meningkatkan Kinerja Perusahaan Melalui Strategi Nilai: Peran Market Positioning

  • Siti Nurjanah Fakultas Bisnis, Institut Teknologi dan Bisnis Kalbis, Jakarta, Indonesia
Keywords: value creation, value communication, value delivery, market positioning, performance

Abstract

This study aims to determine how value creation, value communication, value delivery can build a market positioning that will have an impact on company performance and create company sustainability. This research uses a qualitative approach. The informants used in this study are creative industry business owners, marketing managers, and consumers. The analysis of this research uses VRIO analysis. The results of this study indicate that value creation. value communication, value delivery will strengthen market position and increase company performance because it will have implications for sustainable competitive advantage. The implication of research can be used by the creative industry as information that can be used for decision making. This research is only limited to the creative industry in Yogyakarta. This research can be developed for other cities value creation, value communication, value delivery, market positioning, performance

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Published
2021-03-04
How to Cite
Nurjanah, S. (2021). Meningkatkan Kinerja Perusahaan Melalui Strategi Nilai: Peran Market Positioning. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 4(1), 91 - 102. Retrieved from https://ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/269
Section
Articles