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Muh. Husriadi
University of Halu Oleo, Kendari, Indonesia.
Decision Sciences, Operations Research & Management

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ANALYSIS OF MARKETING CAPABILITIES, COMPETITIVE ADVANTAGE AND ORGANIZATIONAL CULTURE IN IMPROVING SME PERFORMANCE(SMALL AND MEDIUM ENTERPRISES) Harmiaty Bahar; Windayani Windayani; Muh. Husriadi; Triwulandari Nehru Putri
Maneggio Vol. 1 No. 5 (2024): Maneggio-Oct
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/jk4bwx82

Abstract

Small and Medium Enterprises (SMEs) face significant challenges in maintaining performance amidst increasingly tight market competition, especially in utilizing marketing capabilities, competitive advantages, and organizational culture. This study aims to explore the impact of investment in training and technology, participation in industry conferences, and collaboration with technology partners on SME performance. Qualitative research methods were used, including in-depth interviews and thematic analysis, to identify key factors influencing the success of these strategies. The results show that investments in training and technology significantly increase employee competency and technology adoption, while participation in technology conferences and collaborations expands innovation opportunities and market access. The implications of these findings underscore the importance of an integrative approach that combines training, technology and strategic partnerships to enhance the competitiveness and long-term success of SMEs. This research provides new contributions to the SME management literature as well as practical recommendations for industry players and policy makers.
ADOPTION OF MEDIA INNOVATIONS FOR MARKETING COMMUNICATIONS FOR UMKM FOR THE LATEST COLD DRINK IN THE DIGITALIZATION ERA Muh. Husriadi; Usman. M; La Ode Andi Rahmat Mulya; Citra Ayu Ningsi
Maneggio Vol. 1 No. 5 (2024): Maneggio-Oct
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/8ryxdf96

Abstract

The implementation of innovation in digital communication media by MSMEs in the cold beverage sector faces several significant challenges, including lack of technical knowledge, limited resources, and limited access to digital training. This study aims to investigate the effect of digital technology adoption on MSME business performance, especially in terms of increasing customer engagement, sales, and expanding market reach. The methodology applied is a qualitative approach through in-depth interviews with MSME owners in the cold beverage industry. The research results revealed that despite the challenges faced, the use of social media can increase interaction with customers, expand market reach beyond local areas, and increase sales by up to 40%. The findings of this study indicate that support in the form of digital training and access to resources is essential to optimize the use of digital media by MSMEs. Implementing the right digital strategy has the potential to strengthen the competitiveness of MSMEs amidst increasingly tight global market competition.
Co-Authors Citra Ayu Ningsi Harmiaty Bahar La Ode Andi Rahmat Mulya Triwulandari Nehru Putri Usman. M Windayani Windayani