Purpose

The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products.

Design/methodology/approach

This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs.

Findings

The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP.

Research limitations/implications

In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research.

Originality/value

By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

中文翻译：

---

以市场为导向的以宗教为中心的产品策略

目的

本文的目的是研究和测试以宗教为中心的产品策略（RPS）在调解营销创新（MI），市场感知能力（MSC），客户关系管理能力（CRMC）和品牌管理能力之间的关系中的作用（BMC）在基于宗教的行业中具有营销表现（MP）。这符合印度尼西亚宗教人士的条件和对穆斯林时尚产品的需求增加。

设计/方法/方法

本文选择了印度尼西亚的330家小型时装企业，并测试了这6种构造的回归关系。

发现

研究结果表明，MI，MSC，CRMC和BMC对RPS具有积极作用，RPS对MP也具有正作用，因此RPS充当了MI，MSC，CRMC和BMC与MP之间关系的中介。

研究局限/意义

尚未深入研究RPS的先行变量作用的其他维度，例如NPD能力，专门的营销能力，资源重构营销能力，架构营销能力和营销资源（Morgan，2012年）。在研究中完成。

创意/价值

通过研究有关动态能力，营销策略，企业家精神和业务绩效的文献，本文对动态营销能力及其对宗教产业中产品策略和MP的影响进行了独特的分析。