Title: SMEs TOWARDS SUCCESS BASED ON THE INCORPORATION OF THEORETICAL STRATEGY MODEL
Authors:
Ferbian Budi Prasetyo, Niken Chandrasari and Wilhelmus Hary Susilo*
Abstract:
The enhancement of local product consumption, the structuring of the domestic market, and the collaboration of cross-sector policies can endure the fluctuations of the global economy, while simultaneously developing as a fundamental component of national economic resilience. There exists a notable research gap concerning the incorporation of technology that can enhance the performance of MSMEs, maximize domestic market potential, guarantee the sustainability of MSMEs, cultivate superior products and exports, establish market positioning, and innovate new business models that improve MSME performance, thus reinforcing national economic resilience. Future studies could devise a disclosure score that incorporates business guiding principles within the real sector. Innovation, the maximization of domestic market potential, the sustainability of MSMEs, superior products and exports, market positioning, and the performance outcomes of MSMEs can strengthen national economic resilience. The aim of this research is to analyze and investigate the significance of prioritizing elements such as innovation, the optimization of domestic market potential, the sustainability of MSMEs, superior products and exports, positioning, and the discovery of new models for the performance achievements of MSMEs that can enhance national economic resilience. This encompasses the examination of structural barriers related to MSME payment systems and digital marketing. It also entails the analysis of structural constraints and the mapping of challenges associated with payment systems and digital marketing. The theoretical framework supporting this research includes the Resource-Based View (RBV), Dynamic Capabilities (DC), Signalling Theory, Diffusion of Innovations Theory (DIT), Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and the Communication Theory of Organizations (CCO), along with Agency Theory and Stakeholder Theory. The methodology employed is mixed methods, utilizing tools such as SmartPLS and NVivo. The expected outcomes include a sustainable business model for MSMEs.
Keywords: Strengthening domestic products; global dynamics; MSMEs; optimization of domestic markets; sustainable business performance.
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