CUSTOMER KNOWLEDGE MANAGEMENT AND MARKET ADAPTATION IN SMALL ENTERPRISES: AN INTEGRATIVE CONCEPTUAL

Raden Roro [e-mail] (Yayasan Kreatif Indonesia Emas, Bandung, 40281, Indonesia)
Maya Ariyanti (Telkom University, Bandung)

Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society
Vol. 1 No. 13 (2024): Jesocin - December

This conceptual paper develops an integrative framework for customer knowledge management and market adaptation in micro, small, and medium enterprises (MSMEs). Drawing on the resource-based view, dynamic capabilities, organizational learning, absorptive capacity, social capital, resilience, and entrepreneurial-ecosystem literature, it explains how customer insight, knowledge integration, market sensing, service adaptation, and evidence-based decision making can be organized into practical managerial routines. The manuscript does not claim primary survey, interview, experimental, or statistical data. It proposes a staged cycle of diagnosis, capability configuration, bounded experimentation, evidence review, governance, resource reconfiguration, and learning retention. The framework emphasizes proportionate implementation and identifies implications for owner-managers, ecosystem institutions, and future empirical research.