International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Improving The Tofu Industry's Direction and Marketing Performance Through The Mediation of Product Innovation

Author(s) Hou Buwei, Zhong Xianhui, Luo Zhongyang, Amiya Bhaumik
Country Malaysia
Abstract This research aims to understand how product innovation influences the relationship between entrepreneurial orientation and marketing success in the context of Johor Bahru's tofu and milk industries. The data for this study were collected in a random manner from a sample of 70 participants who were small company owners. Research tools in the form of questionnaires were utilized to gather the data. Partial Least Square (PLS) was used for technical analysis of the gathered data. In the context of tofu milk manufacturing in Johor Bahru, Malaysia, the results show that an entrepreneurial mindset is positively correlated with product innovation and marketing performance. Moreover, this phenomenon serves as a catalyst for small enterprises to consistently innovate their product offerings, mitigate potential risks, broaden their market reach, enhance operational efficiency, and engage in fierce competition within the food industry's manufacturing sector.
Keywords Entrepreneurship Marketing Performance, Product Innovation, Tofu Industry,
Field Business Administration
Published In Volume 5, Issue 6, November-December 2023
Published On 2023-11-25
Cite This Improving The Tofu Industry's Direction and Marketing Performance Through The Mediation of Product Innovation - Hou Buwei, Zhong Xianhui, Luo Zhongyang, Amiya Bhaumik - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8331
DOI https://doi.org/10.36948/ijfmr.2023.v05i06.8331
Short DOI https://doi.org/gs6329
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