DEVELOPING MARKETING PERFORMANCE THROUGH ORDER-BASED PRODUCT CLONING CAPABILITY ON SMALL METAL INDUSTRY

The small metal industry in Tegal Regency is still managed traditionally and does not have the ability in marketing management, whereas they still have the potential to market their products outside of job order. There is a controversy on the research results on the relation between organizational learning and marketing performance (research gap). The purpose of this study is to give explanation about conceptual controversy concerning the relation between organizational learning and marketing performance, and to trace and analyze organizational learning process and give explanation about organizational learning transformation process to marketing performance. The analysis technique which is used is by using Structural Equation Modeling (SEM). The findings suggest that order-based product cloning capability mediates significantly the relation between organizational learning and marketing performance.