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This study investigates the impact of entrepreneurial orientation, product innovation, and competitive advantage on the marketing performance of fashion SMEs in Bandung City, using a sample of 100 owners or managers. The findings reveal that product innovation significantly influences marketing performance, while entrepreneurial orientation and competitive advantage do not show a significant effect. The research highlights the necessity for SMEs to focus on product innovation to enhance their competitivenes

Author

think akuntansi

Language

EN