Development Model of Marketing Capabilities and Export Performance of SMEs: A Proposed Study

Abstract

A marketing capability is a concept that needs to be developed in strengthening small and medium enterprises in Indonesia. The aim of this development is to enhance the export performance of this business group to contribute to the economy as a whole. With a large number of small and medium-sized enterprises (SMEs) of Indonesia and the ability to provide uniqueness of their own products, they must be some of the strengths in supporting the increase of Indonesian exports. Company’s orientation is one of the strategic aspects that can drive this capability of having better business performance. In addition, it is necessary to examine how the role of small and medium enterprise for export involvement in creating such performance because some activities are still dependent on other organizations. How are all these aspects interrelated and from which side of a small to medium enterprises can be developed will be a contribution to this research. It is a necessity to build a theoretical model that can be examined further so that it can be used in making the decision of coaching policy.

Keywords: Export performance, Export Involvement, Export Marketing, SMEs