<![CDATA[Purpose: This study examines how green business practices contribute to the competitive advantage of resource-constrained crystal ice MSMEs in Medan City through resource efficiency, operational improvement, cost reduction, product differentiation, and environmental reputation. Research Methodology: A qualitative descriptive approach was used. Data were obtained from one key informant, the MSME owner-manager, through observation, a semi-structured interview, documentation, and literature review. Data validity was supported through source and method triangulation and member checking. Results: Green business adoption remained limited because financial constraints, low environmental literacy, limited technical capability, technological readiness, and weak institutional support interacted to restrict investment, technology use, and the integration of environmental practices into daily operations. Nevertheless, water and energy efficiency, wastewater management, equipment maintenance, hygienic production, and sustainable packaging may strengthen cost efficiency and product differentiation. Conclusion: In the resource-intensive crystal ice industry, green business functions as a strategic capability that helps MSMEs balance economic performance, environmental responsibility, and operational continuity while improving efficiency, product quality, and market positioning. Limitations: Because the study involved one MSME and one key informant, the findings are not intended for statistical generalization. However, they may provide transferable insights for MSMEs with similar resource limitations and operational challenges. Contribution: This study extends RBV and NRBV by showing how environmental knowledge, operational routines, and resource-efficiency practices can become competitive capabilities in resource-constrained MSMEs.]]>
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