<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector face increasing competitive pressures driven by changing consumer preferences, digital transformation, and the growing demand for sustainable business practices. Entrepreneurial competencies, particularly innovation and creativity, have become strategic human capital that enables MSMEs to maintain competitiveness and ensure business sustainability. This study aims to explore how entrepreneurs develop innovation and creativity competencies as specialized competencies within strategic human resource management in social entrepreneurship-based food and beverage MSMEs. A qualitative approach employing an intrinsic case study design was adopted, focusing on business bread, a social entrepreneurship-based bakery MSME in Subang Regency, Indonesia. Data were collected through in-depth semi-structured interviews, participant observation, and document analysis, and analyzed using an interactive data analysis model involving data reduction, data display, and conclusion drawing. The findings reveal that entrepreneurial competencies are developed through continuous learning processes, accumulated business experiences, and the utilization of social networks. Innovation competencies are manifested in opportunity recognition, product development, social innovation, and adaptive business model creation, while creativity competencies are reflected in product differentiation, digital marketing initiatives, alternative distribution channels, and community empowerment practices. These competencies function as strategic human capital that strengthens competitive advantage and contributes to the sustainability of social entrepreneurship-based MSMEs. The study extends the perspectives of Strategic Human Resource Management, Resource-Based View, and Dynamic Capability Theory by positioning entrepreneurial innovation and creativity competencies as critical drivers of competitive advantage and long-term business sustainability in food and beverage MSMEs.]]>
