文章基本信息

标题：Innovation and Marketing Performance of Womenpreneur in Fashion Industry in Indonesia
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作者：Heny Hendrayati ; Heny Hendrayati ; Vanessa Gaffar 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2016
卷号：219
页码：299-306
DOI：10.1016/j.sbspro.2016.04.034
语种：English
出版社：Elsevier
摘要：AbstractCreative industry in Indonesia plays an important role since it gives a great economic contribution to Indonesia's GDP. The existing condition shows the increase of competition in the industry and thus resulting in the decreasing of sales. It becomes a problem since it affects the industry's marketing performance. This research is focusing on women entrepreneur (womenpreneur) who are currently involved in fashion industry. This research will explore marketing performance in fashion industry, as well as analyze the influence of innovation to marketing performance of womanpreneur in fashion industry. Most of the womenpreneur didn’t understand the importance of having an original product that has uniqueness. In terms of marketing performance, sales as well customer growth is going down. There is a positive influence between innovation a marketing performance of womenpreneur in fashion industry.
关键词：Innovation;Marketing Performance;Womenpreneur;Fashion;Creative industry