KAJIAN DESKRIPTIF ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR (Studi pada Industri Olahan Pangan Berbasis Laut di Jawa Tengah)

Abstract

The role of entrepreneurial orientation and market orientation becomes great power for businesses in facing the dynamics of change and competition. The ability of SME to take actions as a capable entrepreneur is needed in developing new products, new processes, new organizations through modification and reconfiguration of resources, and to overcome the dynamics of market change. Market orientation as the most effective organizational culture in creating the behavior needed to create superior value for consumers to lead to superior superiority for the organization. The SMEs marine and fisheries sector in Central Java is very potential. Some of the buffer zones of seafood-based food processing centers are in Demak Regency, Semarang City and Pekalongan Regency. This descriptive study is the initial stage in revealing the responses of SMEs on various indicators of all the variables of this study. Not all indicators provide positive facts and instead provide a deeper understanding of the real conditions experienced by these seafood-based SMEs. Certainly a valuable input for various stakeholders related to this industrial sector. Some of the weaknesses of this research are also discussed as notes on future research.

Keyword: Entrepreneurial Orientation, Market Orientation