INTEGRASI SUMBERDAYA INTERNAL DAN ORIENTASI PASAR SEBAGAI BASIS STRATEGI BERSAING PADA PERUSAHAAN AIR MINUM DALAM KEMASAN (AMDK) DI JAWA TIMUR
ABSTRACT: The result of
descriptive statistic analysis consistently shows that the higher the business
scale the stronger the portfolios or Internal Resources owned, the better the
implementation of market orientation, and the higher the company’s performance:
but the competitive strategy selected and implemented by different companies
vary, depending on their business scale. Big business scale tends to result in
low cost leadership and smaller business scale tends to result in focus.
However all business scales do not leave differentiation as a distinction and
value for customer. The result of the hypothesis testing proved that after the
integration of internal resources into market orientation as the basis of the
selection and implementation of competitive strategy, it turned out that the
influence of internal resources and market orientation toward company’s
performance was not directly proved because it had been reduced after the
existence of competitive strategy as an intervening variable, and there after 2
of the 7 hypothesis were not proved. Internal resources proved to influence
market orientation, meaning that the internal resources strength supported the
market orientation implementation. The models recommended were internal are
integrative in nature and able to produce company performance through the
appropriate implementation of competitive strategy. Internal resources and/or
strong implementation of market orientation do not mean anything if they are
transformed through appropriate implementation of competitive strategy. The
loading result consistently indicated the reputation and organization of
internal resources, cross function coordination on market orientation, learning
and growth on company’s performance are the most dominant dimension implying
the necessity of learning process in organization and resources management.
Therefore the role of human resources as the key of sustainable competitive
advantage needed to be managed through organization management system
arrangement by establishing organization culture and collective awareness of
the entire human resources of the company.
Keywords: internal resources,
competitive strategy
Penulis: Purwohandoko
Kode Jurnal: jpmanajemendd090019
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