The Characteristics of Market Orientation the Case of Creative Fashion Industry in Bandung West Java

Authors

  • Sunardi Sembiring Brahmana*, Yola Septidiana, Abdul Latif

Abstract

The growth and attractiveness of creative fashion industry in Bandung, West Java has escalated
the competition level within industry. Facing the increasingly competition forced firms to seek
ways to gain competitive advantage. Market orientation found to be an important determinant of
business performance, since it could foster and enhance creativity throughout organization
boundaries needed to innovate new ideas and products. It is then important for firms to
understand its market orientation, and how to develop better implementation of it. This study
aims to reveal and understand the characteristics of market orientation of creative fashion
industry in Bandung, West Java. 160 owners and managers of SME in creative fashion industry
in Bandung, West Java responded to this research questionnaire. This study revealed the
characteristics of market orientation of creative fashion industry in Bandung, West Java, and
also suggests how to improve the implementation of market orientation.

Published

2020-10-17

Issue

Section

Articles