MARKET INFORMATION ACCESSIBILITY AND SUCCESSFUL COLLABORATION INNOVATION: MEDIATION EFFECT ON START-UPS SALES GROWTH

Abstract

Several people turned or changed to entrepreneurs and established start-ups during COVID-19. Limited access allows them to use the network competence and access market information to improve sales growth. Therefore, this research aims to contribute to a conceptual model of market information accessibility and successful collaboration innovation to ensure start-ups achieve superior sales growth. The analysis results with SEM-AMOS using the normality test resulted in 192 start-ups in Indonesia from the initial data of 280. The results showed that the level of suitability (significant) meets all the requirements and supports the hypothesis. However, market information accessibility and successful collaboration innovation play an important role in mediating the relationship between network competence and sales growth. This research contributes to the body of knowledge in the development of relational marketing theory. Moreover, start-ups’ actors need fast adaptation because their business lasts longer by seeking access to information and collaboration innovation.