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Competitive Strategy Through Collaborative Value Creation and Digital Innovation Food of MSMEs

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Megha Sakova

    (Universitas Pendidikan Indonesia, Department of Management, Faculty of Economic and Business Education)

  • Agus Rahayu

    (Universitas Pendidikan Indonesia, Department of Management, Faculty of Economic and Business Education)

  • Lili Adi Wibowo

    (Universitas Pendidikan Indonesia, Department of Management, Faculty of Economic and Business Education)

Abstract

Value creation and digital innovation are two of the ways that can be considered in the competitive strategy of traditional food SMEs in Garut Regency. In the era of the Covid-19 pandemic, traditional food MSMEs experienced a decline in sales because the number of tourists visiting Garut Regency decreased dramatically. The gap in this study is that MSME actors who sold traditional food still had shortcomings in product value creation and were still lacking in the use of digital innovation. The research method used was a qualitative descriptive method through interviews with traditional food SMEs for the period March 2022 to May 2022. Based on the results of the analysis, it was found that product value creation and digital innovation influenced customer satisfaction. Efforts to increase the competitive advantage of traditional food MSME actors can be done by creating added value and utilizing social media as digital innovation so that the products sold can be reached by all consumers. The competitive strategy of MSME products needs to be considered through value creation and digital innovation so that MSMEs are able to adapt to digitalization. Value creation and digital innovation can expand the market share of the products sold.

Suggested Citation

  • Megha Sakova & Agus Rahayu & Lili Adi Wibowo, 2024. "Competitive Strategy Through Collaborative Value Creation and Digital Innovation Food of MSMEs," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 1653-1660, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_173
    DOI: 10.2991/978-94-6463-234-7_173
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