Strategi Inovasi Produk untuk Meningkatkan Kinerja Pemasaran pada Industri Mebel Skala Menengah di Jepara

The main purpose of this study is to develop a conceptual model of marketing on R & D orientation and strategic pathways that can improve company performances. Specific target of this study empirically test the influence of R & D intensity of product innovation, knowledge management influence the competition for product innovation, and product innovation influence on marketing performance.Sampling technique based on simple random sampling, sampel used was the director of 110 medium-scale furniture industry in Jepara. Data obtained in this study obtained by interview. The collection of data done by using a combination of open questions and closed questions, which is given to the respondent. The data collected then analyzed with a technique using SEM.Theoretical findings in this study were to enrich the literature of creating innovation can improve business performance. While managerial findings in this study is to model the development of medium-scale furniture industry performance of the strategic improve performance marketing