COMPETITIVE ADVANTAGE BASED ON INTELLECTUAL CAPITAL AND ADAPTIVE CAPABILITY IN MIRACLE BATIK MANUFACTURING IN PEKALONGAN, SURAKARTA, REMBANG INDONESIA

摘要

This research analyzes and tests; "Intellectual Capital and Adaptive Capability for Competitive Advantage In Marketing Strategy. The study was conducted for two months (November-December 2019) by visiting respondents after making appointment with them", in order to generate a high response rate. "SMEs with employees of 1 - 250 were selected in this study. Based on these criteria, 250 SMEs were selected for this study from a total of 276 firms. Of 250, there were 215 that could be contacted by phone and only 198 were willing to fill out the questionnaire". Marketing Activities dominantin Adaptive Capability;"The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependences. Holistic marketing acknowledges that everything matters in marketing-and that a broad, integrated perspective is often necessary". Holistic marketing thus recognizes and reconciles the scope and complexities of marketing activities.