RECOMMENDATION FOR INNOVATION STRATEGY THROUGH COLLABORATION APPROACH (Case Study: Noesa with Watubo)

• Main Author: Arina - 29116141, Nina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29654
• Institution: Institut Teknologi Bandung

The contribution of Indonesia's economic creative subsector increased to total Gross Domestic Product (GDP) for about 7.38 percent in 2015. To support it, Indonesian Agency for Creative Economy continuous to improve its performance conducting a capacity building plan and one of them is through product innovation. In order to create innovation, there are many information and skill that the company may not have and the other party does or vice versa. <br /> <br /> As a solution, doing work together with partners can be the strategy to develop innovation. Therefore, this research also discusses theoretical background regarding the importance of innovation and some literature review which explains about working together in the form of cooperation, collaboration, and co-creation. The purpose of this study is to see the approaches, stakeholders, and the operation in doing collaboration in case of Noesa as Indonesian local brand and Watubo as rural artisan. <br /> <br /> The method used in this research is explorative analysis. The analysis begins with a description of the products and services they produce together using the marketing mix. Then proceed with analyzing the approach, stakeholders, and operational collaboration through 3Cs Model and 'The condition' theory by Drucker (1993). Short ethnography is also undertaken to support the process and results of this research. <br /> <br /> The result of this research is that communication and trust between Noesa and Watubo and their love of Indonesian culture is the key in this cooperation, especially in the case of the emergence of obstacles in the process. Operations conducted by small teams are considered effective enough to achieve sales targets even though the production process takes quite a long time. The results of this study are also expected to be a consideration to find out an effective and efficient way of collaborating between local brands and rural craftsmen. <br />