<![CDATA[Purpose: This study analyzes cash and working capital management strategies supporting the development of fish-based frozen food products and product identity at Otak-Otak Bakar Aulia MSME in Kalianda Village, South Lampung Regency.Research Methodology: A descriptive qualitative approach was employed through community service activities. Data were collected through observation, interviews, documentation, and mentoring involving vacuum packaging technology, financial management training, and logo and packaging development. Descriptive analysis examined business conditions and mentoring outcomes.Results: Vacuum sealing extended product shelf life and supported frozen otak-otak bakar development for broader markets. Logo and packaging improvements strengthened product identity and appeal. Financial mentoring improved cash recording, separation of business and personal finances, and operational budgeting.Conclusions: Integrating product innovation, packaging technology, branding, and financial management offers an approach to strengthening MSME competitiveness and supporting business sustainability.Limitations: The study involved one MSME and a limited mentoring period, restricting assessment of long-term outcomes and transferability.Contributions: Drawing on contemporary applications of Dynamic Capabilities Theory, this study illustrates how technology adoption, product differentiation, and financial resource reconfiguration can support business adaptation. It provides a contextual development model integrating operational, marketing, and financial practices for fish-processing MSMEs, without establishing causal effects on competitiveness or long-term sustainability.]]>
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