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ARTÍCULO
TITULO

Culinary-Gastronomic Value Advantage in a Competitive Dynamic Market: A Service-Dominant Logic Perspective

Augusty Tae Ferdinand    
Raras Sekar Kinasih    
Amie Kusumawardhani    
Idris Idris    
Irene Rini Demi Pangestuti    
Hersugondo Hersugondo    

Resumen

Since there are inconsistent findings on the influence of entrepreneurial orientation on business performance, we aim to develop a conceptual model to explain how an entrepreneurial orientation has the potential to enhance business performance. We develop a concept of culinary-gastronomic value advantage as mediation for entrepreneurial orientation to improve business performance effectively. We examine the model by involving 241 owner-managers of micro and small-sized enterprises in the food industry, whose results were analyzed using SEM-AMOS software. This study?s results indicate that the culinary-gastronomic value advantage derived from the Service-Dominant Logic (SDL) theory is an acceptable solution as mediation for entrepreneurial orientation and performance. Another important finding is that the entrepreneurial orientation and culinary-gastronomic value advantages are highly dependent on the level of risk consciousness on the competitive pressures that occur in the market. This study brings several theoretical implications to service-dominant logic theory, particularly on value accentuation in the form of culinary-gastronomic value advantage for enhancing performance.

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