MARKET ORIENTATION: URGENSI DAN PERANANNYA DALAM MENINGKATKAN PERFORMANCE UKM (USAHA KECIL MENENGAH) DI INDONESIA

Abstract

The large population and the quality is the basic capital and
the potential for improvement in all fields of development. A large number of
the population of productive age group compared with the non-productive
age group can also provide benefits for national development, especially in
the economic sector. “Small and medium enterprises (SME) are the backbone
of industrial development. It is very important for both developed and
developing country Small and medium enterprises alwaysrepresented the
model of economic development, which emphasized high contribution to
domestic production, employment generationâ€. Marketing orientation can be
described as a culture in which organizations strive to create superior value
for their customers (and superior performance for the business) by focusing
on customer needs and long-term profitability. Some studies have found that
firms with a high degree of marketing orientation experience improved
performance.

Keywords : SME, Small Medium Entreprises, Market Orientation