LEADERSHIP BASES POWER DAN IMPLEMENTASI INNOVATIVE MARKETING

Cahyaningtyas Ria Uripi

Abstract


Tujuan artikel ini adalah untuk mengekplorasi hubungan antara power, leadership dan innovative behavior pada implementasi innovative marketing dengan mengkaji variabel self construal yang berbeda dari leader maupun karyawan.  Metode yang digunakan adalah review literatur denganmeneliti faktor-faktor yang mempengaruhi implementasi innovative marketing yang selanjutnya terintegrasi dalam model penelitian dan preposisi yang diajukan. Artikel ini menyatakan bahwa power berpengaruh terhadap leadership melalui leader self construal, leadership berpengaruh terhadap implementasi innovative marketing melalui innovative behavior dan employee self construal memoderasi hubungan antara transformational leadership dengan innovative behavior. Self construal yang berbeda dari leader maupun karyawan akan menghasilkan outcome atau perilaku yang berbeda.

 

Keywords :  power, leadership, innovative marketing


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