Dina Prasetyaningrum, Bayu Rahmat Setiadi
While the resource-based view (RBV) has become a prominent perspective in the general strategic management literature, marketing scholars have hardly mentioned the RBV in their attempts to develop and apply key constructs that shape marketing theory and practice, such as capabilities market orientation, knowledge and market-based assets. In Indonesia, the creative economy is one of the leading sectors. In Indonesia, adaptive selling aimed at improving the business performance of micro, small, and medium-sized enterprises can create competitive advantages and sustainable competitive advantages, according to the RBV. This article also illustrates how the RBV and marketing considerations in the context of generating and sustaining customer value can be refined into market orientation. A total of 103 usable responses were analysed using PLS-SEM 3.0. The results show that customer orientation and competitor orientation can affect business performance if mediated by adaptive selling. Meanwhile, inter-functional coordination can only directly influence business performance without adaptive selling. Therefore, it is crucial to remember that adaptive selling skills must be used to mediate a strong market orientation in order to guarantee a flexible reaction to the dynamics of client wants, which eventually leads to long-lasting gains in business performance. © 2026 GMP Press and Printing.
Faculty of Management Science, Widyatama University, Bandung, Indonesia; Faculty of Engineering, Yogyakarta State University, Yogyakarta, Indonesia
