The Sustainability Advantage Of Electric Vehicle Industry Influenced By Innovation And Marketing Interface

Taufik Taufik, Iwan Kurniawan

Abstract


The purpose of this study is to determine whether there are significant (partially or simultaneously) effect of innovation and marketing interfaces on sustainability advantage of the electric vehicle industry. This study used survey method by using closed questionnaire type. The population consist of electric vehicle dealer in Jakarta. The sample of research is 35 managers of marketing division at 10 electric vehicles dealer in Jakarta through the spreading of questionnaires in November and December 2022. The research results indicate that innovation has a significant positive effect on Sustainability Advantage of electric vehicle which means if electric vehicle innovation was applied it will encourage the increasing sustainability advantage in the electric vehicle. Marketing Interface has a significant positive effect on Sustainability Advantage which means that the application of Marketing Interface will encourage the improvement of Sustainability Advantage in the electric vehicle. Simultaneously Electric vehicle Innovation and Marketing Interface had a positive and significant effect on Sustainability Advantage in Electric vehicle.

Keywords


Innovation, Marketing/R&D Interface, Sustainability, Electric vehicle.

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References


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