Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Business, Entrepreneurship, and Management Journal
Tria Wulansari
Unknown Affiliation
Economics, Econometrics & Finance

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THE ROLE OF MARKETING STRATEGIES IN THE DEVELOPMENT OF THE CREATIVE ECONOMY IN THE CULINARY SUB-SECTOR: A SYSTEMATIC LITERATURE REVIEW Nurul Muthma Inna; Putri Ayu Fitriyani; Tria Wulansari; Muh Ilyas Khalid Alfadly
BEMJ: Business, Entrepreneurship, and Management Journal Vol. 4 No. 2 (2025)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v4i2.1934

Abstract

This study aims to systematically map research on MSME-based culinary businesses with a focus on marketing and innovation through a Systematic Literature Review approach. The findings indicate that digital marketing and product innovation are dominant themes that significantly contribute to competitiveness, business performance, and sustainability in the culinary sector. This study produces an integrated conceptual map linking culinary business, marketing, innovation, and small enterprises. The results are expected to serve as both theoretical and practical references for the development of adaptive and sustainable culinary MSME strategies in response to market and technological dynamics.
Co-Authors Muh Ilyas Khalid Alfadly Nurul Muthma Inna Putri Ayu Fitriyani