Development Model of Traditional Local Products Based Marketing Innovation Driven for Entering Market Centre

Omar Hendro^1, , Maftuhah Nurrahmi¹ and Zaleha Trihandayani¹

¹Program Studi Manajemen, Fakultas Ekonomi & Bisnis, Universitas Muhammadiyah Palembang Jl. Jend. A.Yani 13 ULU, Palemban,g Sumatera Selatan, Indonesia

Cite this paper:
Omar Hendro, Maftuhah Nurrahmi and Zaleha Trihandayani. Development Model of Traditional Local Products Based Marketing Innovation Driven for Entering Market Centre. Journal of Business and Management Sciences. 2016; 4(1):20-25. doi: 10.12691/jbms-4-1-4

Abstract

Opening up opportunities for business people to contribute and promote the economy can be seen by the size of the market activity. In addition to the structure of the regional economy, the growth of economy regional will be weak if it is not supported by the strength of the structure of small and medium enterprises. The small and medium enterprises existence is a huge support to the economic structure as an anticipation to avoid Hollow Middle. The competitive advantage of tradional products of local region are not only influenced by the marketing advantages, but it is influenced by the human resources (HR) and operational in shaping the development of local specialty products marketing model based on innovation driven to enter the market center. Based on the findings, it can be concluded that; First, internal factors against the Market Driven Innovation Centre yield negative effect. Secondly, there is a positive effect on the Innovation Driven Market Centre. Third, external factors on Driven Innovation and market centers have a positive effect. Fourth, the internal factors of the Innovation Driven and market center were not significant. Fifth, external factors on Innovation Driven are significant for market center.

Keywords:
traditional product marketing innovation driven market centre

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