The Presence of New Applications in Product Marketing Activities: What is MSME Readiness and Response
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Dec 5, 2022
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Abstract
The emergence of various new business and product marketing applications is increasingly unstoppable. So business drivers must be able to adapt to the emergence of various applications which are, of course, ready to succeed in business, especially marketing matters based on instantaneous internet connections. This study seeks various views of experts on the emergence of various technology applications in the business arena, especially marketing. For this reason, we have conducted data searches on literature sources that discuss new technology issues in business marketing. The sources include publications of both books and other scientific works that actively discuss technology issues in innovating business marketing. We carry out this study under a phenomenological approach, a strategy to analyze or get input or data findings that can answer problems from a relatively large amount of data. For example, in this study, we carried out a data coding system that carefully evaluated and interpreted the data so that the data became valid and reliable findings, which are the characteristics of qualitative study data analysis. Finally, based on the findings and discussion of the results, we can conclude that the emergence of various applications of the latest technology, especially in the context of marketing MSME products, has required business people to be more proactive in studying and applying the latest technology models which have generally been successful in promoting and marketing MSME products and services. Thus, we hope that the findings of this business and marketing study will be valuable inputs in efforts to maximize future similar studies by academics and industry.
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How to Cite
Widjaja, G. (2022). The Presence of New Applications in Product Marketing Activities: What is MSME Readiness and Response. Enrichment : Journal of Management, 12(5), 3748-3757. https://doi.org/10.35335/enrichment.v12i5.846
References
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Daviet, R., Nave, G., & Wind, J. (2022). Genetic Data: Potential Uses and Misuses in Marketing. Journal of Marketing, 86(1), 7–26. https://doi.org/10.1177/0022242920980767
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Duffy, B. E., Pinch, A., Sannon, S., & Sawey, M. (2021). The Nested Precarities of Creative Labor on Social Media. Social Media + Society, 7(2), 20563051211021370. https://doi.org/10.1177/20563051211021368
Eze, S. C., Chinedu-Eze, V. C. A., & Awa, H. O. (2021). Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology. SAGE Open, 11(2), 21582440211006696. https://doi.org/10.1177/21582440211006695
Guenzi, P., & Habel, J. (2020). Mastering the Digital Transformation of Sales. California Management Review, 62(4), 57–85. https://doi.org/10.1177/0008125620931857
Gunawan, H., Sinaga, B. L., & Wp, S. P. (2019). Assessment of the Readiness of Micro, Small and Medium Enterprises in Using E-Money Using the Unified Theory of Acceptance and Use of Technology (UTAUT) Method. Procedia Computer Science, 161, 316–323. https://doi.org/10.1016/j.procs.2019.11.129
Hai, T. N., Van, Q. N., & Thi Tuyet, M. N. (2021). Digital transformation: Opportunities and challenges for leaders in the emerging countries in response to COVID-19 pandemic. Emerging Science Journal, 5, 21–36.
Hall, S. (2022). Innovative B2B Marketing: New Models, Processes and Theory. Kogan Page Publishers.
Ištvanić, M., Crnjac Milić, D., & Krpić, Z. (2017). Digital Marketing in the Business Environment. International Journal of Electrical and Computer Engineering Systems, 8.(2.), 67–75. https://doi.org/10.32985/ijeces.8.2.4
Johnson, B. B., Swedlow, B., & Mayorga, M. W. (2020). Cultural theory and cultural cognition theory survey measures: Confirmatory factoring and predictive validity of factor scores for judged risk. Journal of Risk Research, 23(11), 1467–1490. https://doi.org/10.1080/13669877.2019.1687577
Korstjens, I., & Moser, A. (2018). Series: Practical guidance to qualitative research. Part 4: Trustworthiness and publishing. European Journal of General Practice, 24(1), 120–124. https://doi.org/10.1080/13814788.2017.1375092
Luo, X., Wang, J., Dooner, M., & Clarke, J. (2015). Overview of current development in electrical energy storage technologies and the application potential in power system operation. Applied Energy, 137, 511–536. https://doi.org/10.1016/j.apenergy.2014.09.081
MacArthur, D. B. (2021). The Futures of Financing African Small Businesses [Thesis]. https://uh-ir.tdl.org/handle/10657/8120
Novaes, A. L. F., & Hartmann, I. (2020). An Overview on the Brazilian Digital Payment System: Legal, Business and Technological Aspects. Revista Brasileira de Direito, 16(1), 4.
Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics. Bloomsbury Publishing.
Pereira, V., Nandakumar, M. K., Sahasranamam, S., Bamel, U., Malik, A., & Temouri, Y. (2022). An exploratory study into emerging market SMEs’ involvement in the circular Economy: Evidence from India’s indigenous Ayurveda industry. Journal of Business Research, 142, 188–199. https://doi.org/10.1016/j.jbusres.2021.12.053
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), Article 4. https://doi.org/10.3390/joitmc6040104
Purwana, I., Liu, J. J., Portha, B., & Buteau, J. (2017). HSF1 acetylation decreases its transcriptional activity and enhances glucolipotoxicity-induced apoptosis in rat and human beta cells. Diabetologia, 60(8), 1432–1441. https://doi.org/10.1007/s00125-017-4310-7
Rakshit, S., Islam, N., Mondal, S., & Paul, T. (2021). Mobile apps for SME business sustainability during COVID-19 and onwards. Journal of Business Research, 135, 28–39. https://doi.org/10.1016/j.jbusres.2021.06.005
Riani, A. L., Prabowo, A., & Andriyani, M. S. (2019). The characteristics of MSME entrepreneurs in Surakarta, Indonesia. APMBA (Asia Pacific Management and Business Application), 8(2), 117–132.
Sampedro Guaman, C., Rivera, D. P., Vivar, S. M., & Lapo, E. A. (2021). Digital Transformation of Marketing in Small and Medium Enterprises Through Social Networks: Plitogenic Decision-Making. Neutrosophic Sets and Systems, 44(1). https://digitalrepository.unm.edu/nss_journal/vol44/iss1/31
Sharma, J. N., & Jawad, N. M. (NaN/NaN/NaN). Adverse Effects of COX-2 Inhibitors. The Scientific World Journal, 5, 629–645. https://doi.org/10.1100/tsw.2005.82
Sidhu, L. S., & Saini, R. (2022). The Impact of Social Media on the Pre-purchase of Plurals. Vision, 09722629221081913. https://doi.org/10.1177/09722629221081913
Simba, A., & Thai, M. T. T. (2019). Advancing Entrepreneurial Leadership as a Practice in MSME Management and Development. Journal of Small Business Management, 57(S2), 397–416. https://doi.org/10.1111/jsbm.12481
Singh, A. (2019). Remote sensing and GIS applications for municipal waste management. Journal of Environmental Management, 243, 22–29. https://doi.org/10.1016/j.jenvman.2019.05.017
Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2022). Marketing research on Mobile apps: Past, present and future. Journal of the Academy of Marketing Science, 50(2), 195–225. https://doi.org/10.1007/s11747-021-00815-w
Suciu (Vodă), A.-D., Tudor, A. I. M., Chițu, I. B., Dovleac, L., & Brătucu, G. (2021). IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth. Sustainability, 13(11), Article 11. https://doi.org/10.3390/su13116357
Suki, N. (2021). Digital Transformation and SMEs in Malaysia: Exploratory Reflections into the Employee Perspective of, and their Role in, Digital Transformation. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. http://repository.kln.ac.lk/handle/123456789/23404
Syapsan. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336–1356. https://doi.org/10.1108/BIJ-10-2017-0280
Tani, M., Troise, C., & O’Driscoll, A. (2022). Business model innovation in mobile apps market: Exploring the new subscription plans with a behavioral reasoning perspective. Journal of Engineering and Technology Management, 63, 101674. https://doi.org/10.1016/j.jengtecman.2022.101674
Tidd, J., & Bessant, J. R. (2020). Managing Innovation: Integrating Technological, Market and Organizational Change. John Wiley & Sons.
Tsang, K. K. (2020). Photovoice Data Analysis: Critical Approach, Phenomenological Approach, and Beyond. Beijing International Review of Education, 2(1), 136–152. https://doi.org/10.1163/25902539-00201009
Walcher, F., & Wöhrl, U. (2018). Measuring Innovation Performance. In G. Friedl & H. J. Kayser (Eds.), Valuing Corporate Innovation: Strategies, Tools, and Best Practice From the Energy and Technology Sector (pp. 71–110). Springer International Publishing. https://doi.org/10.1007/978-3-319-64864-4_4
Watini, S., Latifah, H., Rudianto, D., & Santoso, N. A. (2022). Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic. Startupreneur Bisnis Digital (SABDA Journal), 1(1). https://doi.org/10.34306/sabda.v1i1.73
Wichmann, J. R. K., Wiegand, N., & Reinartz, W. J. (2022). The Platformization of Brands. Journal of Marketing, 86(1), 109–131. https://doi.org/10.1177/00222429211054073
Wirawan, M., Yogiswara, A. B., Hanif, A., Yemix, A. F., Yasmin, A. S., Astuti, Seik, B. O., Putri, D. I. F., Sihombing, M. T., Ghifari, M. N., Adani, N., Fatimah, R., Habibah, S. P., & Sarah. (2021). Health And safety risk mapping in workers of micro, small, and medium enterprises in Sukahati Village, Citeureup Sub-district, West Java. IOP Conference Series: Earth and Environmental Science, 716(1), 012029. https://doi.org/10.1088/1755-1315/716/1/012029
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business Models: Origin, Development and Future Research Perspectives. Long Range Planning, 49(1), 36–54. https://doi.org/10.1016/j.lrp.2015.04.001
Ardiana, R., Irianto, B. S., & Srirejeki, K. (2019). Analysis Of The Readiness Of Msmes Actors In The Implementation Of Sak Emkm In Purwokerto. SAR (Soedirman Accounting Review) : Journal of Accounting and Business, 4(2), Article 2. https://doi.org/10.20884/1.sar.2019.4.2.2468
Chotijah, U., & Retrialisca, F. (2020). Analysis of Information Technology Readiness in Furniture Business in Indonesia. Indonesian Journal of Information Systems, 3(1), Article 1. https://doi.org/10.24002/ijis.v3i1.3470
Daviet, R., Nave, G., & Wind, J. (2022). Genetic Data: Potential Uses and Misuses in Marketing. Journal of Marketing, 86(1), 7–26. https://doi.org/10.1177/0022242920980767
Dewi, F., & Er, M. (2019). Business Process Maturity Level of MSMEs in East Java, Indonesia. Procedia Computer Science, 161, 1098–1105. https://doi.org/10.1016/j.procs.2019.11.221
Duffy, B. E., Pinch, A., Sannon, S., & Sawey, M. (2021). The Nested Precarities of Creative Labor on Social Media. Social Media + Society, 7(2), 20563051211021370. https://doi.org/10.1177/20563051211021368
Eze, S. C., Chinedu-Eze, V. C. A., & Awa, H. O. (2021). Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology. SAGE Open, 11(2), 21582440211006696. https://doi.org/10.1177/21582440211006695
Guenzi, P., & Habel, J. (2020). Mastering the Digital Transformation of Sales. California Management Review, 62(4), 57–85. https://doi.org/10.1177/0008125620931857
Gunawan, H., Sinaga, B. L., & Wp, S. P. (2019). Assessment of the Readiness of Micro, Small and Medium Enterprises in Using E-Money Using the Unified Theory of Acceptance and Use of Technology (UTAUT) Method. Procedia Computer Science, 161, 316–323. https://doi.org/10.1016/j.procs.2019.11.129
Hai, T. N., Van, Q. N., & Thi Tuyet, M. N. (2021). Digital transformation: Opportunities and challenges for leaders in the emerging countries in response to COVID-19 pandemic. Emerging Science Journal, 5, 21–36.
Hall, S. (2022). Innovative B2B Marketing: New Models, Processes and Theory. Kogan Page Publishers.
Ištvanić, M., Crnjac Milić, D., & Krpić, Z. (2017). Digital Marketing in the Business Environment. International Journal of Electrical and Computer Engineering Systems, 8.(2.), 67–75. https://doi.org/10.32985/ijeces.8.2.4
Johnson, B. B., Swedlow, B., & Mayorga, M. W. (2020). Cultural theory and cultural cognition theory survey measures: Confirmatory factoring and predictive validity of factor scores for judged risk. Journal of Risk Research, 23(11), 1467–1490. https://doi.org/10.1080/13669877.2019.1687577
Korstjens, I., & Moser, A. (2018). Series: Practical guidance to qualitative research. Part 4: Trustworthiness and publishing. European Journal of General Practice, 24(1), 120–124. https://doi.org/10.1080/13814788.2017.1375092
Luo, X., Wang, J., Dooner, M., & Clarke, J. (2015). Overview of current development in electrical energy storage technologies and the application potential in power system operation. Applied Energy, 137, 511–536. https://doi.org/10.1016/j.apenergy.2014.09.081
MacArthur, D. B. (2021). The Futures of Financing African Small Businesses [Thesis]. https://uh-ir.tdl.org/handle/10657/8120
Novaes, A. L. F., & Hartmann, I. (2020). An Overview on the Brazilian Digital Payment System: Legal, Business and Technological Aspects. Revista Brasileira de Direito, 16(1), 4.
Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics. Bloomsbury Publishing.
Pereira, V., Nandakumar, M. K., Sahasranamam, S., Bamel, U., Malik, A., & Temouri, Y. (2022). An exploratory study into emerging market SMEs’ involvement in the circular Economy: Evidence from India’s indigenous Ayurveda industry. Journal of Business Research, 142, 188–199. https://doi.org/10.1016/j.jbusres.2021.12.053
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), Article 4. https://doi.org/10.3390/joitmc6040104
Purwana, I., Liu, J. J., Portha, B., & Buteau, J. (2017). HSF1 acetylation decreases its transcriptional activity and enhances glucolipotoxicity-induced apoptosis in rat and human beta cells. Diabetologia, 60(8), 1432–1441. https://doi.org/10.1007/s00125-017-4310-7
Rakshit, S., Islam, N., Mondal, S., & Paul, T. (2021). Mobile apps for SME business sustainability during COVID-19 and onwards. Journal of Business Research, 135, 28–39. https://doi.org/10.1016/j.jbusres.2021.06.005
Riani, A. L., Prabowo, A., & Andriyani, M. S. (2019). The characteristics of MSME entrepreneurs in Surakarta, Indonesia. APMBA (Asia Pacific Management and Business Application), 8(2), 117–132.
Sampedro Guaman, C., Rivera, D. P., Vivar, S. M., & Lapo, E. A. (2021). Digital Transformation of Marketing in Small and Medium Enterprises Through Social Networks: Plitogenic Decision-Making. Neutrosophic Sets and Systems, 44(1). https://digitalrepository.unm.edu/nss_journal/vol44/iss1/31
Sharma, J. N., & Jawad, N. M. (NaN/NaN/NaN). Adverse Effects of COX-2 Inhibitors. The Scientific World Journal, 5, 629–645. https://doi.org/10.1100/tsw.2005.82
Sidhu, L. S., & Saini, R. (2022). The Impact of Social Media on the Pre-purchase of Plurals. Vision, 09722629221081913. https://doi.org/10.1177/09722629221081913
Simba, A., & Thai, M. T. T. (2019). Advancing Entrepreneurial Leadership as a Practice in MSME Management and Development. Journal of Small Business Management, 57(S2), 397–416. https://doi.org/10.1111/jsbm.12481
Singh, A. (2019). Remote sensing and GIS applications for municipal waste management. Journal of Environmental Management, 243, 22–29. https://doi.org/10.1016/j.jenvman.2019.05.017
Song, H., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95, 102943. https://doi.org/10.1016/j.ijhm.2021.102943
Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2022). Marketing research on Mobile apps: Past, present and future. Journal of the Academy of Marketing Science, 50(2), 195–225. https://doi.org/10.1007/s11747-021-00815-w
Suciu (Vodă), A.-D., Tudor, A. I. M., Chițu, I. B., Dovleac, L., & Brătucu, G. (2021). IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth. Sustainability, 13(11), Article 11. https://doi.org/10.3390/su13116357
Suki, N. (2021). Digital Transformation and SMEs in Malaysia: Exploratory Reflections into the Employee Perspective of, and their Role in, Digital Transformation. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. http://repository.kln.ac.lk/handle/123456789/23404
Syapsan. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336–1356. https://doi.org/10.1108/BIJ-10-2017-0280
Tani, M., Troise, C., & O’Driscoll, A. (2022). Business model innovation in mobile apps market: Exploring the new subscription plans with a behavioral reasoning perspective. Journal of Engineering and Technology Management, 63, 101674. https://doi.org/10.1016/j.jengtecman.2022.101674
Tidd, J., & Bessant, J. R. (2020). Managing Innovation: Integrating Technological, Market and Organizational Change. John Wiley & Sons.
Tsang, K. K. (2020). Photovoice Data Analysis: Critical Approach, Phenomenological Approach, and Beyond. Beijing International Review of Education, 2(1), 136–152. https://doi.org/10.1163/25902539-00201009
Walcher, F., & Wöhrl, U. (2018). Measuring Innovation Performance. In G. Friedl & H. J. Kayser (Eds.), Valuing Corporate Innovation: Strategies, Tools, and Best Practice From the Energy and Technology Sector (pp. 71–110). Springer International Publishing. https://doi.org/10.1007/978-3-319-64864-4_4
Watini, S., Latifah, H., Rudianto, D., & Santoso, N. A. (2022). Adaptation of Digital Marketing of Coffee MSME Products to Digital Transformation in the Era of the Covid-19 Pandemic. Startupreneur Bisnis Digital (SABDA Journal), 1(1). https://doi.org/10.34306/sabda.v1i1.73
Wichmann, J. R. K., Wiegand, N., & Reinartz, W. J. (2022). The Platformization of Brands. Journal of Marketing, 86(1), 109–131. https://doi.org/10.1177/00222429211054073
Wirawan, M., Yogiswara, A. B., Hanif, A., Yemix, A. F., Yasmin, A. S., Astuti, Seik, B. O., Putri, D. I. F., Sihombing, M. T., Ghifari, M. N., Adani, N., Fatimah, R., Habibah, S. P., & Sarah. (2021). Health And safety risk mapping in workers of micro, small, and medium enterprises in Sukahati Village, Citeureup Sub-district, West Java. IOP Conference Series: Earth and Environmental Science, 716(1), 012029. https://doi.org/10.1088/1755-1315/716/1/012029
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business Models: Origin, Development and Future Research Perspectives. Long Range Planning, 49(1), 36–54. https://doi.org/10.1016/j.lrp.2015.04.001