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Digital Innovation Strategy for Creative Industries: Responding to Competition Challenges in the Digital Age Universitas Pendidikan Indonesia Abstract Competition in the business world in the digital era requires creative industries to keep up with competitors^ strategies. The important roles of digital technology in every business process make business people have to adapt it in the process of creating creative products. This research aimed at investigating digital-based innovation strategies carried out in leading creative industries in Bandung (fashion, culinary, and crafts). Thus, the respondents in the study were business actors in the leading creative industries selected using a purposive sampling technique. This research employed a qualitative method with a descriptive analysis approach. Data were collected through literature studies, field studies, observations, and in-depth interviews. The findings revealed that, in this leading creative industry, the digital innovation strategy had not been optimally implemented. However, the digital process innovation strategy was implemented properly. Meanwhile, the digital-based product innovation strategy, digital-based marketing, and organization had not been optimally implemented. Regarding the marketing strategy, innovation in understanding promotional techniques through online media was considered low and relied heavily on offline marketing in shops/stalls. Furthermore, business actors did not conduct initial research before innovating products resulting in the products being marketed were not necessarily accepted by consumers. The organizational innovation strategy in this industry was also not optimal where business actors did not pay close attention to their business objectives so that organizational management such as organizational structure and division of tasks was not in accordance Keywords: Innovation Strategy, Digital Innovation, Creative Industries Topic: Strategic Management, Entrepreneurship |
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