The Implementation of Agro Value Co-Creation (AVCC) in Marketing Performance

Abstract

This study aims at investigating the implementation of Agro Value Co-Creation (AVCC) in marketing performance to find out the empirical evidence of market orientation. This is a field research with random sampling method. The samples were 171 exporting furniture SMEs in Jepara Regency of 307 companies based on the Department of Industrial chambers Jepara). Samples are selected by using probability sampling techniques. Data are collected through questionnaire in open and closed questionsto avoid excessive simplification. The respondents were the leaders and managers of the SMEsfurniture. The results showed that the managerial implication and policy are the basis for solving marketing performance problems in furniture SMEs that export with AVCC. The market orientation has an effect on AVCC by 0.914. Marketing performance has 0.210 influences and competitive advantage influences marketing performance of 0.767. This shows that market orientation, AVCC, network accessibility, competitive advantage have an impact and play a significant role in improving marketing performance.