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This document summarizes a study on the influence of market orientation and market characteristics on innovation strategy and marketing performance in the cosmetics industry in East Java, Indonesia. The study analyzed 37 cosmetics companies that are members of the East Java Cosmetics Companies Association. It used a survey to collect data from 148 employees within these companies. The data was analyzed using structural equation modeling. The results showed that market orientation and market characteristics

Author

Edwin Octavian Mahendra

Language

EN