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Improving Marketing Performance Through Exploiting Green Product Competencies
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| Author:
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NURUL KOMARYATIN, SAMSUL ARIFIN, ALI
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| Abstract:
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This study was conducted to fill in the questions regarding the role of Dynamic Marketing Capability in increasing Marketing Performance by using the Exploitation of Green Product Competency variables. Research conducted on 120 furniture product exporters revealed that Dynamic Marketing Capability has a significant positive effect on the Exploitation of Green Products, as well as the Exploitation of Green Product Competence has a significant effect on Marketing Performance and Product Innovativeness.
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| Keyword:
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DMC, Competence, Innovativeness, Performance, Marketing
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| EOI:
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-
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| DOI:
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https://doi.org/10.31838/ijpr/2020.12.04.618
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| Download:
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