Improving Marketing Performance Through Digital Marketing, Innovation, and Market Orientation with Competitive Advantage As A Mediating Variable – A Conceptual Analysis

DOI

10.2991/978-94-6239-811-5_48How to use a DOI?

Keywords

Competitive advantage; digital marketing; innovation; marketing performance; market orientation

Abstract

The fast-paced nature of today’s business environment and the acceleration of digital transformation are pushing companies to strengthen their marketing performance to remain competitive and sustainable. In this regard, digital marketing, innovation, and market orientation serve as strategic capabilities that help companies adapt to changing market conditions, understand customer needs, and deliver greater value. This study aims to develop a conceptual framework explaining how digital marketing, innovation, and market orientation shape marketing performance, with competitive advantage as a mediating factor. This research follows a conceptual approach, drawing on and synthesizing existing theories and empirical evidence from previous literature in business management, strategic management, and marketing. The findings indicate that digital marketing, innovation, and market orientation are all positively related to marketing performance, both directly and indirectly through the mediating role of competitive advantage. Specifically, digital marketing enables companies to enhance customer engagement, expand their market reach, and communicate more efficiently. Innovation supports differentiation and helps companies adapt to evolving customer preferences, while market orientation strengthens a company’s ability to identify market needs and respond strategically to competitive pressures. Together, these capabilities drive competitive advantage, which in turn improves marketing performance. This article adds to the business management literature by combining digital marketing, innovation, and market orientation within an integrated conceptual framework grounded in the Resource-Based View perspective.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Sartono
AU  - Ambar Lukitaningsih
AU  - Henny Welsa
PY  - 2026
DA  - 2026/10/29
TI  - Improving Marketing Performance Through Digital Marketing, Innovation, and Market Orientation with Competitive Advantage As A Mediating Variable – A Conceptual Analysis
BT  - Proceedings of the International Conference on Business, Economic, and Social Sustainability (ICOBES 2026)
PB  - Atlantis Press
SP  - 615
EP  - 626
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-811-5_48
DO  - 10.2991/978-94-6239-811-5_48
ID  - 2026
ER  -