DESCRIPTIVE ANALYSIS: INNOVATION STRATEGY, DIGITAL MARKETING, AND RESOURCE ORCHESTRATION CAPABILITY FOR BUILDING COMPETITIVE ADVANTAGE AND SUSTAINABLE BUSINESS PERFORMANCE AMONG ENDEK MSMES IN BALI
DOI:
https://doi.org/10.5281/zenodo.23094076Keywords:
innovation strategy, digital marketing, resources orchestration capability, competitive advantage, sustainable business performanceAbstract
The objective of this study is to describe the application of innovation strategy, digital marketing and resources orchestration capacity in building competitive advantage and sustainable business performance in endek SMEs in Bali. The population of this study was owner of endek SME firm in Bali. The sample of endek SME business owners was purposively selected and had 151 participants. The data were evaluated using descriptive analysis. The study shows that the innovative strategies applied by endek SMEs in Bali are categorized as high. Likewise, their digital marketing strategies are classified as good and the level of resources orchestration competence is likewise classified as high. In addition, their competitive advantage is classified as high and their sustainable business performance is classified as high. Therefore, it is crucial for Bali's endek SME business owners to actively improve the implementation of innovation strategies, digital marketing, and resource orchestration capabilities to strengthen their competitive advantage and to reach higher levels of sustainable business performance.
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