The Influence of External Environment and Resource Capability on the Hybrid Business Strategy and Business Performance

Ni Nyoman Kerti Yasa, I Putu Gde Sukaatmadja, I G. A. K. Giantari, Ni Wayan Yuniari

Abstract

This research has a purpose to examine the role of hybrid business strategy in mediating the influence of external environment and the capability of resources on business performance. The structural equation modelling (SEM) based on AMOS is the analysis technique that was used to examine the hypothesis in this research. A total of 135 people were selected as sample with the criteria as follows: is a small and medium enterprise in Bali that has operated for at least one year. The research results show that (1) the external environment has a positive and significant influence on business performance; (2) resource capability has a positive and significant influence on business performance; (3) external environment has a positive and significant influence on the implementation of hybrid strategies; (4) resource capability has a positive and significant influence on the implementation of hybrid strategy; (5) the implementation of hybrid strategy has a positive and significant influence on business performance; (6) hybrid business strategy is able to significantly mediate the influence of external environment on business performance; (7) hybrid business strategy also significantly mediates the influence of resource capability on business performance. The theoretical implications attained from this research is that the business strategy concept can be developed from various available business strategy choices such as innovation strategy, service strategy, differentiation strategy, partnership strategy, and promotion strategy. Meanwhile, the practical implication and recommendation in this research is that marketers are expected to be able to develop other hybrid business strategies by integrating or combining several available business strategy choices in line with the external environment conditions and the capability of the resources owned by the SME.

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Paper Citation


in Harvard Style

Yasa N., Sukaatmadja I., Giantari I. and Yuniari N. (2018). The Influence of External Environment and Resource Capability on the Hybrid Business Strategy and Business Performance.In Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar, ISBN 978-989-758-363-6, pages 343-349. DOI: 10.5220/0008492903430349


in Bibtex Style

@conference{icebm untar18,
author={Ni Nyoman Kerti Yasa and I Putu Gde Sukaatmadja and I G. A. K. Giantari and Ni Wayan Yuniari},
title={The Influence of External Environment and Resource Capability on the Hybrid Business Strategy and Business Performance},
booktitle={Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,},
year={2018},
pages={343-349},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008492903430349},
isbn={978-989-758-363-6},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,
TI - The Influence of External Environment and Resource Capability on the Hybrid Business Strategy and Business Performance
SN - 978-989-758-363-6
AU - Yasa N.
AU - Sukaatmadja I.
AU - Giantari I.
AU - Yuniari N.
PY - 2018
SP - 343
EP - 349
DO - 10.5220/0008492903430349