STARTUP COMPETITIVE ADVANTAGE ANALYSIS IN RELATION WITH DATA DRIVEN INNOVATION CAPABILITY AND MARKETING AGILITY AT STARTUPS UNDER XYZ INCUBATOR

RACHMAWATI, MERYTA DEWI (2024) STARTUP COMPETITIVE ADVANTAGE ANALYSIS IN RELATION WITH DATA DRIVEN INNOVATION CAPABILITY AND MARKETING AGILITY AT STARTUPS UNDER XYZ INCUBATOR. Masters thesis, UPN "Veteran" Yogyakarta.

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Abstract

The startup ecosystem in Yogyakarta allows startups to grow. XYZ
Incubator is one of several business incubators engaged in fostering technology
based startups. The XYZ Incubator requires thorough testing of the factors that
influence a startup's competitive advantage. This research aims to test whether Data
driven innovation capabilities and Marketing agility have a significant influence on
competitive advantage on startups. This research tested it empirically with a survey
of 32 startup companies. Quantitative data is tested with the P-Value. The findings
reveal that data-driven innovation significantly enhances competitive advantage by
enabling startups to be more responsive to market changes. Data analysis provides
critical insights for improving products and services, identifying new innovation
opportunities, and increasing decision-making accuracy. Additionally, the study
highlights that data-driven innovation significantly influences marketing agility,
allowing startups to design and execute effective and sustainable marketing
strategies. The study also finds that while data-driven innovation capabilities impact
competitive advantage, their influence through marketing agility is not significant,
indicating a medium mediation effect. The complex interplay of internal and
external dynamics plays a crucial role in determining how these factors contribute
to competitive advantage.
Keywords— Data driven innovation capability, marketing agility, competitive
advantage, incubator startup, business incubator

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Data driven innovation capability, marketing agility, competitive advantage, incubator startup, business incubator
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	A.Md.SI Indah Lestari Wulan Aji
Date Deposited:	10 Mar 2025 02:15
Last Modified:	10 Mar 2025 02:15
URI:	http://eprints.upnyk.ac.id/id/eprint/42208

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