STRATEGIC MANAGEMENT THROUGH CREATIVITY, INNOVATION AND KNOWLEDGE BASED ECONOMY TO ENHANCE CULINARY SUBSECTOR OF CREATIVE INDUSTRY IN INDONESIA

• Main Author: YAKOOB KHAN (NIM 29115744), SIKANDER
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24300
• Institution: Institut Teknologi Bandung

As one of Indonesia’s creative industry subsector, culinary industry has the highest contribution to <br /> <br /> Indonesia’s Gross Domestic Product (GDP). It is important to analyze the condition of the culinary <br /> <br /> industry in Indonesia because the culinary sub-sector has the opportunity and potential that can help <br /> <br /> Indonesia become a developed country. Currently, Indonesia is not a leading country in the field of <br /> <br /> science and technology. Natural resources and human resources are the strengths possessed by <br /> <br /> Indonesia. The cultural diversity of each region inIndonesia with its various characteristics and local <br /> <br /> wisdom is also one of the strengthening factors for the culinary sub-sector. Therefore, for Indonesia, it <br /> <br /> is very important to conduct research and create competitive advantage in the culinary industry. <br /> <br /> Indonesia has potential but also challenges to make the culinary sub-sector as one of the industries to <br /> <br /> preserve and socialize local cultures and content that can characterize Indonesian tradition. With the <br /> <br /> characteristic uniqueness of the Indonesian culinary style, the sector can show the local culture will be <br /> <br /> a strength and unique selling point for Indonesia's culinary positioning strategy to be competitive, <br /> <br /> both domestically and globally. <br /> <br /> To plug the holes involving the lack of management in creativity, innovation, and knowledge-based <br /> <br /> economy in this culinary sub-sector; one requires an alliance or collaboration strategy and effective <br /> <br /> positioning strategy to optimize the growth of the culinary business in a better direction in the future. <br /> <br /> The analysis of this issue will be explained from an external point of view by using PESTEL <br /> <br /> (Political, Economic, Social, Technological, Environment, Legal) and from an Industry perspective <br /> <br /> through interviews to stakeholders in the culinaryindustry in Indonesia. The root cause of the <br /> <br /> problems are to minimize the lack of capital, access to financing in the culinary subsector in Indonesia <br /> <br /> and to have stability in terms of demand establishment, to maintain growth, and to create a <br /> <br /> Sustainable Competitive Advantage (SCA) in the culinary sub-sector especially for creativity, <br /> <br /> innovation, and promotion using Fishbone analysis. <br /> <br /> The research methodology is qualitative by collecting data through interviews and direct observation <br /> <br /> of 20 stakeholders in culinary sub-sector in creative industry in Indonesia. The search for solutions to <br /> <br /> the problems in this research will be done by collecting data through observations and interviews from <br /> <br /> culinary industry players in Indonesia, among others, the Government agencies and ministries <br /> <br /> responsible for culinary fields such as creative economy agency (Bekraf) and Ministry of iv <br /> <br /> Cooperatives and Small and Medium Enterprises (SMEs). Linkages between stakeholders, such as <br /> <br /> government intervention, association, innovation from culinary industry players, or interventions in <br /> <br /> technology and promotion can be a recommendation to improve and be a solution to the complex <br /> <br /> problems of the culinary industry in Indonesia.