Persaingan dan Inovasi: Strategi industry kreatif Namikaze Florist dalam Menarik Konsumen
Keywords:
Business Competition, Relational Innovation, Creative Industries, Community Collaboration, FloristsAbstract
This study focuses on Namikaze Florist as an example to examine how competition and innovation strategies are implemented by the creative florist industry in Ketapang District. The phenomenon of an increasing number of new florist businesses has led to intense competition, particularly in terms of pricing and marketing strategies. Descriptive qualitative research was used, and data was collected through documentation, field observations, and in-depth interviews. The results show that competition in the florist industry has evolved from being price-centered to being centered on capabilities and services. To survive, Namikaze Florist uses new strategies based on community collaboration, such as working with small and medium-sized businesses (SMEs), online motorcycle taxis, cake makers, and digital promotion with local social media influencers. Additionally, a form of social innovation that empowers the local economy is the formation of a reseller community consisting of students and members of their community. The novelty of this research lies in the development of the concept of relational innovation in the context of village-based microenterprises. The results of the study expand on Porter's ideas about competitive advantage and Schumpeter's ideas about innovation in a socially oriented local economy. In practical terms, adaptive creativity and social networking can be key to the sustainability of micro-enterprises amid the tide of digitalization.
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