MeningkatKan Kinerja Pemasaran Dengan Kreativitas Strategi

Abstract

This study explores new variables that support strategic creativity in marketing according to Menon et al. (1999). Those variables are: reward, individual performance, and team work efect. Therefore, there are four hypotheses that are tested in this research. Firstly, the higher the strategic creativity, the higher the marketing peformance. Secondly, the higher the reward, the higher the strategic creativity. Thirdly, the higher the individual performance, the higher the strategic creativity. And lastly, the higher the team perfomance, the higher the strategic creativity.